The increasing popularity of forums can be seen as an opportunity for marketers and according to Nair, brands can build out "embassies" in all relevant networks and channels--places where employees work to serve the interests of the community, as well as their company.

Nair added that enterprises should try to establish multiple digital bases of operations across channels on the Web for each product and this will ensure that brands can target a wider audience.

Better results can be achieved if companies can use the forums to customise their message and have multiple stories across the different platforms depending on the audience demographic.

Facebook is also used as a platform for engagement, but online discussions and active engagement with fans on its pages were primarily focused on communicating new product updates and news. Brands may consider using Facebook pages to create content that meaningfully engage with its fans.