Wetpaint and Wikia allow people to set up communities around a particular subject. Wikis or other community-oriented sites that foster participation and information sharing work very well for businesses that are consumer facing. The best case scenario is one where the company does not even need to set up such a service. Rather, interested customers take the lead and the company becomes just another participant in developing a thriving online community. But what about businesses that cater to a different type of customer, where the customer could be another company, or a highly specialized set of individuals or group? This world, you could call it the enterprise, is a little different. You are unlikely, with exceptions, to have scenarios where customers set up wikis to tout, trash and everything in between your company’s products and services. Here, the important thing is not to become a policeman, but rather the company needs to be a facilitator and participant. Obviously there are some gross untruths that may need to be moderated, but usually in an engaged community, reality bubbles to the top.

In my experience, if your customers are not engaged, it usually means that they don’t really care about you, the company. They might love the product, but not the product maker. In such a situation, the company needs to look at itself and understand what it might be doing wrong. On the other hand, if you are a company the customer can relate to, the chances are that when a community atmosphere is encouraged, you will find yourself in the middle of a lot of fun, and encouraged to do more for your customers and the circle continues. Remember, there is nothing that beats a happy, engaged customer.