No, I Don’t Want to Be Your Friend
Web analytics pros Zaaz weigh in on everyone and their mother adding “social features” to their website:
One recent survey indicates 90% of businesses will add Web 2.0 features to their sites in the coming year…
There’s an assumption out there that people “want to connect” with each other online… but on sites offered by companies that aren’t in the business of connecting people online, in highly branded spaces in particular, this couldn’t be further from the truth.
It might be tempting to create, say, a discussion board for your customers. Don’t do it. It will fail.

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