A friend had an online shop selling DSLRs and lenses. She was very active on fora and I supported her with practical knowledge. A few things I have learned (not all of them might apply to the US):
Many fora and boards do not welcome dealers or manufacturers, many of them specifically stating so in their rules. They want to be a place for equals sharing a common love, not a place for free advertisement. There usually are exceptions for contributors who are willing to offer valuable advice, personal views and in general act as members of the community. For these individuals, it is a fair practice to disclose their affiliation (signature, etc.).
That is another sore point in the relationship between community and corporation: It is a common practice (as far as I know) to use a forum under a pseudonym, monitoring and influencing the members without their knowledge ("viral marketing").
Using social media to connect with (potential) customers, if you want to do it right, takes a lot of time. Big companies have employees who do nothing else. Small businesses usually don't have the resources, they often rely on extra commitment or personal interest of staff members.
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