SWOT Category: Internal Strength

Building a customer community

We are a new incarnation of a previous analytical instrument company. Our customers are a relatively limited group of chemists and other scientists. I like the idea of a Web-based medium for exchanging information and developing an ongoing relationship with customers and prospects. However, I'm not certain whether a blog, forum or Wiki format makes better sense, given the small size of the community.

How do you determine which format to use?

—Mike K., director of marketing and sales

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