There was a time, not long ago, when websites became the status quo for any business. Much like the California Gold Rush, businesses saw an opportunity to gain a foothold in the online space. What companies failed to understand is that websites were NOT meant to be static billboards, but rather a place to highlight their company with changing content every so often. What we saw years later was a digital scrap heap of sites that were abandoned, forgotten, and left unloved. The digital landscape is littered with these sites and for a company to think that is what you can do online today is unacceptable and uncalled for.

Silence is not Good for Business

Flash forward to today and we see interaction and engagement on an entirely new level. Using a variety of social networks, companies are now creating their digital foothold in an entirely new way. We see companies claiming their space on Facebook, Twitter, LinkedIn, Ning, and other popular sites. Sadly, for some, the mentality has transcended from the concept of websites to the social networks they exist on. Leaving profiles unattended to, communities gathered that are left isolated from the brand, and people needing to reach out without reaching anyone on the other end.

Recently I posted a Twitter remark stating that "Silence on social profiles is like locking the door to your business during business hours while people can still see you inside." Think about that for a bit. How frustrating is it when you arrive at your destination, expecting them to be "open" and then realizing they are not, yet you know they are there.

If you are a company that neglects your communities, disregards comments from your fans/supporters, why not just take the time to delete what you started. It actually looks worse on your brand when you've neglected something rather than just not having anything at all. Marketing in social media does take time, requires a strategy, but remains social in nature as you extend your brands presence into the forefront of the audience's mind. If you don't have the time, don't create the communities.

I'm sure many of us have come across these silent spectors in the business world. Without naming the companies, unless you really want to, share your experiences on communities where you got no feedback, or were simply dead in the water and how it affected your expectations.