Describe some communication mechanisms companies can incorporate on their websites.

Digital communities rely on clear, helpful, meaningful content (the third C). The communication vehicles that appear on any website or blog determine how effectively the firm can interact with, educate, and engage site visitors. Virtually all websites provide a mechanism for customers to communicate with them through live chat, instant message, telephone, or e-mail. The various types of blogs described in the previous section also can engage consumers by providing a compelling platform for two-way communications. In particular, Twitter continues to evolve as the preferred method for many people to interact with firms, to inform them about concerns or complaints.