In book stores across the country there will likely be a discussion group meeting soon. These groups get together to discuss a book, break down plots, work to discover the meaning of the author's work and find fellowship with other likeminded readers. This is the premise behind the use of forums in online business.



Just like a writer you have prepared something for the public to enjoy. A forum provides that ‘discussion group' where those who possess mild curiosity can meet with those who are ardent fans of your products or services.

Unlike a writer, however, you are able to check in to see what's being said at any time. There is, in a very real sense, a community that can develop among those who use your products or services.

When a customer has discovered a unique use for a product they will likely share it in a forum. When a customer has a question about a product they may feel most comfortable using a forum. When a customer has concerns they may share them first on a forum.

Because loneliness has become a common theme in life, the advent of a forum board allows a totally new definition of community. Most forum members do not know each other, many would not consent to meeting other members, yet the forum is a common connection point and these members are happy with discussing a broad range of issues in the context of anonymity.

When you make a forum available to your online visitors you are telling them that collectively they are important. Their views are important and you believe that they have a right to visit with other individuals who use your products or services.

If we look back at the opening paragraph we understand that not everyone coming to the book discussion group will have the same interpretations, nor will each member find 100% common ground when discussing the book, this is the same scenario outlined in forum use. By appealing to a great cross-section of users you really do get the greatest sense of community possible. In fact, you would not want every member to act and react the same way. If everyone feels and does things the exact same way of what value is the forum. It can only be seen as a mutual admiration society and not a true community.

Don't be frightened by diversity among forum members, it can actually be a bonus to online discussions. Just make sure the forum is moderated for those moments when things get more heated than they should. It's always good to have a few forum firefighters on the job – for your sake and your forum members.