Why invest in Social Features?

For those of you not cross-subscribed, I recently wrote a piece on Brain Sparks (aka the UIEblog) that answers a pretty simple, yet under-addressed question:

Why invest in social features on your web site?

Here’s the quick version of why to invest in social features:

1. Amplify Customer Opinion
2. Data, Data, and more Data
3. Reduce Support Costs
4. Engender Trust

I think that social features are bigger than many people view them. They are a long-term strategy that takes lots of resources. You can’t simply bolt on a feature here or there (well, unless it’s article sharing or something super simple like that) and expect to realize the benefits of making a richer social experience for your users.

In addition, I’m seeing more and more evidence of a wave of companies getting into the social action. This is encouraging, and if you’re doing so please feel free to describe what you’re doing in the comments or drop me a line. I’ll be continuing to aggregate and regurgitate what I hear so we can all share what we know with each other.

Here’s the link: Why invest in social features on your web site?