Internet websites and forums can be used for three purposes:
- first, to get a message to the consumers;
- second, to engage in a dialogue with the consumers; and
- third, to collect and process information about one’s own performance.
There are software programmes available that analyse website users and show their profile. In addition, internet forums provide direct opportunities for communication partners to voice their impressions and to critique the communication effort. Although such critique may not be systematic and representative, it is a fast, effective, and fairly inexpensive way to get an evaluation from the targeted audience.