Tuesday, March 31, 2009

Most valuable and under-used social media strategy - Reviews

“What’s the best social media investment? Where we can really see a good ROI?”

The answer is easy. Getting companies to implement it is not. The most valuable and under-used social media strategy is embedding customer reviews in your Web site. Not blogs, Twitter, communities or tagging.

An eVoc Insights study found that 48% of consumers need to read reviews before making a purchase decision. Neilsen’s research has found that consumer recommendations are the most credible form of advertising among 78% of study participants.

What gives? Fear of having negative reviews on the company Web site. According to Sam Decker, CMO of BazaarVoice, companies have three options if they’re selling a bad product and are afraid of negative reviews:

  1. Without reviews, you keep selling the product and risk costly returns and low customer satisfaction
  2. With reviews, you can use the leading indicator of negative reviews and quickly remove this product from inventory to reduce returns and improve satisfaction
  3. Or, just allow the negative reviews to steer customers to a more satisfying purchase within the category. Let the best products win, and you will win.

“In cases 2 and 3 you remain a trusted editor of the best products; customers are happy; you maintain their loyalty, and avoid a return,” says Sam. For more on overcoming this obstacle, check out this classic article “Positives about Negative Product Reviews.”

Example: Consumer reviews on Panasonic.com

Posted on March 24th, 2009 by Lois Kelly

No comments: