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Your Turn

If you’re considering adding community features to your commercial site, you have to be especially careful. Don’t let the success stories above fool you; community features in commercial settings can go terribly wrong. Here are some tips for avoiding the big mistakes.

Tip 1: Be honest

If your site is about selling widgets, don’t pretend to be anything else. One of the reasons Amazon is successful is that it’s not pretending to be something it’s not. Even the naming is important here. Calling the section “Friends and Favorites” is a great idea— everyone has friends and favorites. But not everyone wants to join “The Great Amazon Community!” Get the difference?


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