The buzz on blogs, wikis, social networking, and other user-driven interaction is deafening. News is awash with member and hits-per-day stats that blow conventional marketing strategies out of the water – or so it seems.

Online tools are often touted as the fast track to web success, so it isn’t surprising that companies are scrambling to uncover and implement the latest bells and whistles. But, not every company or customer is the right candidate for these technologies. Don’t let fear of becoming a technological dinosaur turn your company into an impulsive decision maker – when considering interactive web tools for your business’ website, ask two key questions:

1. Will this add value to my online strategy?
2. Are my customers even interested?

Before implementing new technologies and features on your website, assess the unique needs of both your business and your customer. For example, a knowledge-based industry, such as finance, might successfully meet a key customer need with a reputation-building blog offering up to the minute market data. Conversely, a food manufacturer may lack the customer profile or breadth of relevant data to draw from for a blog, but would benefit from surveys and polls to support research and development.

To get the most out of your web strategy, consider the web applications that have the business world dreaming big, but in the context of your business, and your customers:

Blogs
What: A site that includes individual entries on a particular subject or from a particular point of view, often an individual.
Why: Great way to connect with customers and establish authority in a specialized field.
Best Practice: Like all online content, relevancy is paramount. The challenge is frequency: blog posts need daily, or hourly, updates to be valuable and compelling.

Forums
What: Virtual meeting space for users to post comments and questions, and interact with each other.
Why: Leverage your most significant resource, satisfied customers, to speak for you. Constructive criticism boosts problem solving and business development planning.
Best Practice: Moderation is vital to ensure content is appropriate; a pre-screening process to weed out undesirable posts can be cumbersome.

Surveys/Polls
What: Forms that collect site visitor opinions and data.
Why: Pick the brains of visitors on any topic you choose with untraditional market research.
Best Practice: Topics must be timely and updated frequently. Any data generated must be directed to, and used by, the appropriate people to gain any value.

As with anything else, not every solution fits, so consider your online options carefully. With the right tools, you can drive traffic to your website, increase repeat visitor hits and page views, and gain the knowledge you need to propel your business into the future.