Attract a crowd

This article reviews how marketing companies are using social networking sites to form relationships with customers.

Attract a crowd

Ellen Neuborne

Some are coming at it from the IT end. Others are letting their marketing teams tackle the job. Still more businesses are reaching outside for expertise. The topic: online communities.

Companies well versed in the benefits of Web sites and live chats are taking their virtual efforts to a new level. In an effort to attract and retain customers, they are creating online spaces where they can hang out. “It's an emerging trend,” says Janet Hall, chief marketing officer for TMNG Global, an online communications consulting firm in Overland Park, Kan.

Social networking sites grew...

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