How should your brand site share with your community?
by Josh Bernoff
I hear this question all the time, so now I'm sharing it with you to get your perspective.
Your brand has a Web site. Your company may have a customer community. How do they connect?
- The brand site is the community. Any other corporate info is just tacked on. (This is the case for social technology startups, but not most brands.)
- The brand site has a prominent link to the community. (Does the community site share a URL with the brand, e.g. www.brandsite.com/community?)
- The brand site and the communty are completely separate.
The right answer may depend on a lot of factors including how strong is your brand, does the brand presence enhance or interfere with the community, and does your brand site get enough traffic to make a community link worthwhile?
Just interested in how you make these decisions.