10 tips for engaging users the Web 2.0 way

1. Plan for success

There are loads of exciting Web 2.0 tools out there and new ones are emerging every day. It’s tempting to just jump right in and try it all. As with any other aspect of your business, though, you should make sure that the Web 2.0 tools you use, and how you use them, fit with your overall business goals.

2. Know your audience

To use any communication tool effectively, you need to know your target audience. How are your customers or stakeholders using the Web? Where are they hanging out? To find out, start exploring the Web yourself.

Plug your company name and industry keywords into your favourite search engine (e.g. Google, Yahoo) and see what comes up. If there are blogs related to your industry, start reading them to learn how others are using the Web. This will help you get to know the tools and platforms available to you to engage your audience. It will also let you know who is talking about you and your company on the Web.

3. Educate yourself

Explore the Net to learn about the various ways companies are using it to engage customers. Surf blogs, YouTube, Google Video, Del.icio.us, Digg, StumbleUpon, Technorati and other social media websites. Listen to podcasts on social media to get some ideas. You can find podcasts (audio files that are similar to a radio broadcast) on just about any subject by searching iTunes or blubrry.

4. Keep it real

Customers engaged in the Web 2.0 world can be unforgiving if they suspect a company is not being transparent and genuine. If there is any hint that a business is faking a blog, for example (e.g. someone else is writing it for you or you create fake customer feedback), you will be courting certain backlash. However you choose to engage using Web 2.0, do it with a genuine desire to connect with your audience and be prepared to listen to what that audience says in response.

5. It’s all about Content

As with any method of communication, good content rules. A company’s website can have all the high tech bells and whistles but if what’s on your site isn’t what your customers truly need or is difficult to understand, it won’t matter. Make sure your content is thought out and well written.

6. Start giving it away

Web 2.0 is about developing relationships and a sense of community. One of the best ways to engage is by giving your audience something valuable for free. If you’re a gardening company, offer weekly tips that visitors to your site can subscribe to. Consider using video on your site to demonstrate a technique. Free content will keep your customers engaged, build brand loyalty and increase sales.

7. Make it easy to get your updated content

One of the most powerful Web 2.0 tools is RSS (Real Simple Syndication). Having an RSS feed installed on your website allows customers to subscribe to automatically receive new content on your site via email or a feed reader. Before RSS, your customers had to remember to come back to your site to see if you had posted anything new. Now, your website can reach out to them.

8. Look for some link love

The Web is all about connecting communities and one way you can enhance the community interested in your organization is to increase your site’s visibility. Look for ways to link your site to other related sites. Post your site’s address on industry related directories. If you leave a comment on a blog, forum or message board, include your link. These steps will make it easier for your audience to find you in search engines and will introduce your company to new visitors.

9. Keep your site content up-to-date

Don’t create a great site that is interactive and then ignore it. Great websites are updated often with new content. If you have a “what’s new” page on your site make sure that what’s up there is truly new. Nothing projects the message that your site is stale more than a news page with the last story dating back to two years ago. Worse is not updating product or service listings. Review your site regularly to keep it fresh.

10. Get the word out

Make sure you promote your Website and how you’re using it. Placing a cool site on the Web doesn’t mean visitors will automatically flow there. Provide a link on your email signature, mention it in your voice mail message and explore opportunities on the Web where you can have your Web address listed. Finally, mention it to customers and get their feedback about their visits to your site. Encourage them to pass your Web address on to others.