e-Riches 2.0: Next-Generation Marketing Strategies for Making Millions Online

Rob Cox, who runs the online community for Poolcenter.com,

says,

Poolcenter.com recognizes the human need for connectedness

in today’s online world. We have tried to stay close to our cus-

tomer by giving free advice—as though it came from across a

counter at a pool store, from people they know and trust. And

here’s the kicker—it doesn’t have to be a [paid] Poolcenter

employee. We invite our site visitors to “Dive into the

Community Pool” to share and learn through a variety of

online tools and media.

We did have to overcome some fear of what they might say

about us. Or that our competitors will promote themselves. We

have rules of conduct, of course, but the fact is—anybody can

post—anything they like. This anarchy is scary at first, but we

find that