When E*Trade launched its online community in the summer of 1998, it found itself in uncharted waters. No financial brokerage had ever given voice to its customers in such a public forum. The risks were great, but E*Trade wanted to strengthen the notion that financial matters are integrated into our lives: We share experiences, offer advice, commiserate, speculate. Despite the risks (e.g., liability issues, potential for censorship, and the complex rules governing corporate financial information), E*Trade's online community began as a general set of discussions on topics like retirement planning, Internet stocks, and mutual funds.
September 2001 Issue
Posted Sep 01, 2001