"Many businesses host forums and user groups, but others, like SAGE-AU, are member-only so they don't have [public] access.

"The quality and accuracy of information depends on the group and the topic, but you'll find the most accurate discussions are those that users can edit such as wikis."

She agreed that vendors put themselves at risk if they attempt to deploy sales pitches.

"It again depends on the environment of discussion as to how tight the user culture will be and therefore whether users will launch a backlash," Ashelford said.

"Vendors simply need to know there is a time and a place for campaigning."