Online Marketing

Online forums and message boards can be fertile grounds for finding new customers or gaining insights from those you already have. Marketers should take these platformsseriously, but not lightly. One misstep and the brand you represent could be tossed out.
Seventy percent of marketers are looking to expand their mix of social media, with 33 percentnow looking to Internet forums as a social platform to reach consumers, according to recent report from Awareness, a Burlington, Mass.-based provider of social-marketingmanagement software.
One in five Americans use forums to discuss and recommend products, and 64 percent of online women post product recommendations on message boards, according toPostRelease, a content-marketing company based in Long Beach, Calif.
For the uninitiated, forums and message boards have a personality of their own. They predate today’s socialmedia and social-networking sites and utilities. There are millions of these sites, populated by users who are often highly opinionated and influential about the forum’s subjectmatter. That’s why marketers interested in using forums to connect with their target market must be careful about how they spend their time in these sub-cultures of the onlineworld.
Related: Why Forums May Be the Most Powerful Social Media Channel for Brands
Here are eight do's and don’ts for marketers from Sanjay Sabnani, CEO of CrowdGather, aleading network of community forums.
1. Do register. Look for a "Welcome" or Introductions" sub-forum to introduce yourself. Be honest and ask how advertising and sponsorship workson the site.
2. Don’t post marketing messages right away. You could be banned, and your product or service could be maligned on a site that ranks high on search engines.