It is surprising how introducing elements of social networking to a business Web site can change the image of the site and create a new and interesting way to interact with customers. For a long time, an animal-related non-profit for which I volunteer had a static Web site. It included just the basics: hours, directions and general service information. Over the past years, the site has undergone a complete facelift. Now, in addition to basic information, the site contains details and pictures of the dogs, cats, guinea pigs, hamsters, birds and rabbits available for adoption. Users can also find fun photos of recent events, make donations online and learn about volunteering.  Most importantly, all of this information is fresh and accurate as the site is updated on a regular basis.

However, it was the introduction of blogs that really opened the door of interactivity on the site. Until blogs were implemented on the site, users were expected to access information on the organization’s services and call or send an e-mail to a general e-mail box posted on the site if contact was required. The site was effective at getting information out, but there was no real way to engage with users or send comments back “in” in an interactive fashion.

Introducing blogs to the site was a quick and easy way to bring new interactivity to the site. The organization started the chat by posting interesting information on the blogs and encouraging users to respond. This opened the door for customers to join a conversation with the organization and with other animal lovers!  These conversations gave the site – and by extension, the organization – a personal flavor. Having a community spot like a blog put a “face” on the organization in a way that the old versions of the site were not able to do.

Introducing blogs also expanded the educational role of the Web site.  Now, users not only learn about the services that the organization provides but also about important news for pet owners and citizens, as well as other happenings in the animal community.  This expanded role was partly was driven by the organization. The initial posts put out there set the tone of the blog and focused on broader animal issues, not just the services of the business.  Users of the site were able to learn about DNA testing to determine dog breeds, the use of GPS collars to help find lost dogs and updates on rabies cases across the country.  All of these were topics of interest to customers but did not directly relate to the services that the organization provides.

How did this help the business?  Having information beyond the service basics available to customers can transform an organization’s site into a “destination” – someplace that has value for users, and they will be interested in returning to again and again. That keeps the business’ name “top of mind” and serves it well when that same customer is in the market for the services provided by that organization. Blogs also help the Web site as well, as the freshness of the content may enable the site to rank better in search results.

So don’t find the term “social media” daunting, and don’t feel as if you need to make major overhauls to your Web site to introduce it for your business. Just the simple addition of a blog can take your site into the realm of social media and position your business to reap the benefits!