Today’s guest post is by Mark Nicholson.

While engaging through social media is essential, few things measure up to creating a dialogue on your own website that create referrals, repeat visitors, and even a sense of community.

The value this can provide is a huge win for your brand, although difficult to achieve.

In some markets, it might not be feasible to attain a level of regular interaction on your own site for the long haul (and social media channels may have to suffice).

While considerations such as the industry and the brand itself can determine the likelihood of being able to accomplish such a feat, often it’s the approach that determines success.

Take Starbucks for example, what might be perceived as a low engagement entity.

After all, it is simply coffee. (more…)