Prosthetic Device

Or a website registration.

Howard Owens ponders why newspaper websites are struggling with reader participation:

[B]logs get the close attention of their owners. There is little opportunity for trolls to get a foothold on a well-run blog. Most blog owners apply high standards for the conduct they will allow. They monitor closely. They participate in the conversation. In other words, they are actively engaged and involved. They are owners.

How involved are reporters and editors involved in participation on their web sites?

Not much.

The same can be said of any reader forum at a business website, not just newspaper websites.

Ownership. Responsibility. Engagement.

If you aren’t willing to view your website (and any online reader forum) as just as important to your business as how the phone is answered, don’t be surprised if that website never performs to your expectations.

(Cross-posted to One Man Band.)