5. The Feedback Option
Hard to believe, but very few sites encourage their guests to
express an opinion about the site, its contents and its
aesthetics. This indicates an ossified mode of thinking about
the most dynamic mass medium ever created, the only
interactive mass medium yet. Each site must absolutely contain
feedback and rating questionnaires. It has the side benefit of
creating a database of the visitors to the site.
Moreover, each site can easily become a "knowledge centre".
Let us consider a site dedicated to advertising and marketing:
It can contain feedback questionnaires (what do you think
about the site, suggestions for improvement, mailto and leave
message facilities, etc.)
It can contain rating questionnaires (rate these ads, these TV
or radio shows, these advertising campaigns).
It can allocate some space to clients to create their home
pages in (these home pages could lead to their sites, to other
sites, to other sections of the host site - and, in any case,
will serve as a display of the creative talent of the site
owners).
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