Webjam Lets Organizations Create Their Own Niche Communities
Webjam, a platform that allows users to build customizable services on the Web, including publications, social networks, and various flavors in between, has unveiled a new layer directed at brand managers, called Branded Services. The company intends for this launch to enable organizations to “initiate a faster interactive discussion about their products or services amongst their audience.” WebJam explains that “by aggregating user-generated content and providing discovery tools, they can engage and empower their audience, thus spreading awareness and bringing a sense of purpose and community.”
Suppose those words might be translated into a “brand you can befriend” sort of scenario. Albeit one quite a bit more full-featured and adaptable than a social profile on Facebook. Webjam presented Mashable with a number of examples of the Branded Services effort, of which two stood out particularly strongly: The Other Side and Cosmo Wedding Communities. These showcase how the social components offered through Webjam enable those brands, both of which involve themselves in the publishing industry, to become more involved with readers and for those readers to familiarize themselves with one another, as Branded Services promise to do.
The implementation of Webjam services with The Other Side, a free paper circulated via London’s Tube, and Cosmo Wedding Communities, is well done, visually as well as structurally. Juxtaposed against one another, they show some similarities, of course, but remain very much their own domains. And the fact that users can involve themselves so thoroughly that they in turn establish sort of sub-communities, or “micro-communities,” as Webjam describes, is interesting indeed.
It is without question that many brands will have no need to tap the powers that be at Webjam, despite the platform’s projection that “businesses can no longer ignore social media and Web 2.0 trends.” That is a basic reality. It’s really entirely dependent on the purpose of an enterprise to its clients or customers, and whether such a connection could do with that added closeness of a so-called community.
Nevertheless, the supply of organizations big and small that might perhaps benefit from such engagement is large. Very large, in fact. So it is really to Webjam’s advantage to pitch the Branded Services option to prospective companies in need of or in search of an adaptive solution.