I recently moderated a great panel at ad:tech about how businesses build communities for their brand online. I was joined by John Duncan, president of eSolutions, a digital agency; Alan Masarsky, vice president of marketing for Clipta, a video search engine; and Steve Koskie, CEO of Dipdive, a new media network that features and supports artists of all kinds.

The panel discussed the impact large social media networks – particularly Facebook – and newer technologies like video are having on the way the users experience the Internet. With the evolution of these two Web phenomena, user engagement becomes the key to online success. Each panelist brings a fresh perspective about what that means for businesses and how entrepreneurs can effectively create and engage communities of users:

[See post to watch the Flash video]

What I found most interesting was the agreement that traditional agencies must rapidly evolve or die. Older, integrated, non-specialized agencies are having a hard time accommodating the diversity of customer interactions online, given the changing metrics associated with customer engagement and the drive to move customers not just to loyalty but to advocacy.

The Internet is now a tangled web of interactions and opportunities. Companies like Dipdive, Clipta and eSolutions recognize the importance of targeting specific audiences and setting goals based on user engagement. Businesses should leverage the resources available to them when those resources serve a strategic purpose. If you rush to create a Twitter feed, YouTube channel, blog, Facebook page, etc. without considering how those tools enhance your message, you may do more harm than good.

Dipdive creates entire communities around artists, Clipta increases the visibility of the rich range of video on the Web, and eSolutions helps businesses create unique brands and communities. Each company brings a different approach to the table, and each of the approaches is proven to be successful. You won’t find a one-size-fits-all solution, so the key is to understand your needs and capabilities to produce the results you’re looking for.

I’d like to extend my personal thank you to the panel for your time and insightful comments … and your business with The Planet.

If any blog readers out there have thoughts on the topic of community building or the evolution of the Web as an engaging marketplace, please feel free to share them here!

-Lewis