Jump In and Lead the Conversation.

• Author: OLSEN, CURTISS
• Position: Finding the right web site - Brief Article

The Web Provides Opportunities for Grassroots Marketing at its Best

Word-of-mouth. Its potency as a source of viable prospects and clients is indisputable and the power of the Internet has done nothing less than supercharge this age-old marketing technique.

Almost every portal and Web site features "communities" that are designed to generate conversations and interactivity on whatever interests its audience.

Recently, many CalCPA members have joined the online conversation stream as guest experts and instructors in places like Quote.com University, a personal finance site located on the Lycos Portal, which features bulletin boards, live interactive events and a wealth of knowledge and information. These sites are teeming with potential clients and appearances have lead to new business for CPAs who are involved in personal financial planning, investment advice, taxes, and business and systems consulting.

FINDING THE RIGHT SITE

Following are a few hints for determining whether or not to pursue a site:

* Is it a vertical (specialized) portal that would attract an audience you would be interested in or would be interested in you?

* Is the site part of a horizontal (general) portal that draws millions of users from the general public then funnels them to the specialty site?

* Does a big media parent own the site? This indicates good funding for ads which bring traffic, and increases the possibility of additional distribution capability.

* Is the content rich, original and frequently refreshed? This is yet another indicator of funding because it takes editors and writers to fill the space with good content, and funding means traffic or the potential for it.

* Is the community vibrant? Does the site have active chat spaces and billboards? Is all interactive content moderated? Are the moderators knowledgeable and fun?

GETTING INTO THE PARTY

So, how do you get invited to the party? On most sites, there is a list of contacts whom you can e-mail. Send them a note complimenting their site and ask them to consider you as an expert instructor or source. Be sure to include a brief statement of your qualifications. If you have trouble finding or getting in touch with a contact, call CalCPA and we'll try to help you find one.

If you're scheduled as a guest expert or instructor, there are a few things you can do to make the experience go smoothly:

* Go to the site ahead of time and observe other guests. Try to get a feel for how the site works.

* Negotiate...