The communication channels available through social networking, blogs, customer communities and online interactive environments have given rise to remarkable levels of user involvement and user-generated content. This has resulted in a new Web economy, where content is transformed into passionate customer activity rather than passive browsing behavior.
The real use of any tool lies within your integrated communication plan and your overall marketing mix, not just your internet presence. As such, to choose your tools wisely and thereby your investments, you need to approach your plan using the same logic and careful planning that you use for any type of communication.
This paper examines the ways in which organizations can tap into Web 2.0 interaction as part of the marketing strategy and tactics to create customer engagement by matching your visitors’ passion and to figure out the “best fit” for the new opportunities that present themselves.