“We just saved a double booking” was the reaction of one of our clients as he ran into our office the day after we launched their corporate communications system.

Our client has eight account executives who work out of separate offices around the country. The day we launched their new communications system one of the account execs posted that he was going to New Jersey the next day. As it happens, another account exec was also going to New Jersey that day. Since they found out in advance that they were duplicating a trip, they were able to cancel one of the trips and save several thousand dollars.

The Internet is a business tool not just a marketing tool. Smart business people are looking at their business practices and asking if they can be done better online. In this particular case, our client needed a way to communicate with all of their account executives.

The easiest way to describe this communication system is to start with a blog and add features. Some of these features are…

• When someone enters this password-protected system an email is sent to key personnel with the email address of the individual who entered.

• When an individual posts on the system an email is sent to all key personnel letting them know that someone has posted an item and the subject line of the post.

• Personnel are able to share resources by adding links to articles on the Internet.

• All entries, the discussion threads and links are stored in a searchable archive by date.

These days Internet sites that are not conducting some type of business online are the exception rather than the rule. We are continually talking with our customers about better ways they can work with their employees and customers online. Doing business online is not just e-commerce. It’s about using the Internet to conduct business more efficiently and cost effectively.