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Purpose and benefits

Online communities allow consumers to engage with one another and with your organisation through use of interactive tools such as e-mail, discussion boards, and chat software. (Broader and more social online communities are not the topic of this Actionlist.) They are a means by which you can take the pulse of consumers to find out what they are thinking, and to generate unique content. As a stand-alone business, online communities have been found to be weak: they work best when they are supporting the need for the organisation to get ongoing feedback.