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Loading ...Communication is about user response. So what kind of response mechanisms do we have at our disposal as electronic marketing professionals? The following list is order from casual to deeper levels of involvement:
- Browse feed: users may browse titles & teasers in a feed aggregator. It’s the lowest level of interaction, equivalent to the opening e-mail of an electronic newsletter (or the envelope of a printed newsletter)
- View article: at the next level, users may click on an article in your rss feed, equivalent to a click-through in an e-mail newsletter
- Rate article: if this option is active on the site, users can give a star rating to the article, the lowest level of interaction, but the first evidence that the user has actually processed information
- Bookmark article: modern users using bookmarking for knowledge management can bookmark your article. This entails the promise of repeat visits from the user, as well as from other users.
- Subscribe to feed: if interested in more than the single article, the user can subscribe to your feed, which is a bigger compliment than bookmarking an article. It means that the user at some level has evaluated the feed, and decides to keep following it for a while
- Comment: requires processing an article, and formulating a comment. It’s what the blogosphere is ultimately about, but the most demanding on users
- Post a follow-up article on own blog: readers who are also bloggers may post about the article on their own blog, instead of or in addition to commenting.
In future posts, we’ll cover some observations and options for rating and commenting on articles.