ReviewInc helps you determine how you can make reputation marketing work for you.
We are all very familiar with the online review process. You visit a business. You either receive great or terrible customer service. Depending on how passionate you are about the level of customer service you received (or conversely, did not receive), you then perhaps choose to write an online review to share your experience with the general public.
But what about the business providing the service? Aren’t they entitled to write reviews too?
Taxi driver Richard Evans seems to think so. Last week, it was revealed that he posted less-than-favorable reviews about a handful of his passengers to his Twitter page. As of last week, he had 1,800 Twitter followers.
“No tip – tight a***,” one tweet read.
In yet another tweet, Evans compared one of his passengers to the cartoon character Shrek, due to his size and build.
They’re not all terrible, though.
One read, “50p tip, keep the change, nice guy.”
Some of the tweets even included photos.
The tweets and photos have all since been deleted.
When asked, Evans defended his actions insisting that it was ‘just a bit of fun’.
He said, “Yes I took pictures of four or five customers with my comments for friends to see. It was all just a joke.”
And added, “I apologise if anyone has been upset. I value all my customers and I want them to be happy.”
In this article, they make the point that many marketers are not marketing with social media in mind. Instead, they are marketing in a way that reflects they way they have always done marketing, regardless of their growing awareness of the prevalence of online reviews and other sources of peer-to-peer informational exchanges.
They stress the importance of knowing your influence mix:
“Customers’ purchase decisions are typically affected by a combination of three things: Their prior preferences, beliefs, and experiences (which we refer to as P), information from marketers (M), and input from other people and from information services (O). This is the influence mix. Think of it as a zero-sum game: The greater the reliance on one source, the lower the need for the others. If the impact of O on a purchase decision about a food processor goes up, the influence of M or P, or both, goes down.”
Regarding a lean toward O-category strategizing, “Companies in O-dependent markets can also diversify more easily than others, because new peer-to-peer information can overcome long-held conceptions about what a company is (and isn’t) good at. LG and Samsung have taken full advantage of this capacity, moving beyond their original core products (electronics) into a broad array of tech goods and home appliances.”
With such rapid change occurring in various industries daily, it has long been known that the ability to diversify is a necessary evil. While you may be excellent at producing high-quality bespoke suits, you never know when a need will arise to also start producing wedding gowns. It can be very challenging to get a pulse on the market, but once you do, as cliché as this may sound, it is important to set your sails to move with the wind.
Overall, it is important to firmly have a grasp on what your marketing mix is and be really aware of the key influence that online reviews, which are essentially the digital, modern-day form of good-ol’ word-of-mouth, are continuing to have on your bottom line.
What are your thoughts? Let us know in the comments below!
ReviewInc’s industry leading monitoring capabilities are now available in HootSuite! ReviewInc supports over 200 popular review sites across over 100 countries, and organizes positive reviews for sharing on social media outlets. The ReviewInc app for HootSuite allows you to monitor multiple streams of reviews, engage with customers, and share positive testimonials of your business with your social networks via HootSuite.
Enhance Customer Engagement
Give recognition to your supporters; let your customers know that they’ve been heard and you appreciate their feedback. The ReviewInc app for HootSuite allows you to easily share all your online reviews across your social networks.
Create Social Buzz
If your location is getting a heap of positive reviews, it’s time to let the rest of the world know. Become the talk of the town by spreading the word through the words of your customers.
Are You a Social Media Manager?
With multiple account support, the ReviewInc app for HootSuite is a great tool for agencies and social media managers, who manage accounts on behalf of clients and other brands.
What Can We Do For Enterprises?
In one centralized platform, you can see all your company reviews segmented in every way possible with the filter options (i.e. international, national, regional, local, workflow state, share state, review site, keywords, etc.). With a large organizations, you can create an infinite number of sub-accounts with finely tailored access for your corporate, regional and in-store management.
If you’re already a HootSuite user, install the ReviewInc App in HootSuite.
The app is free with your current ReviewInc subscription.
What is HootSuite?
HootSuite is a social relationship platform for businesses and organizations to collaboratively execute campaigns across multiple social networks from one secure, web-based dashboard. Launch marketing campaigns, identify and grow audiences, and distribute targeted messages using HootSuite’s unique social media dashboard. Streamline team workflow with scheduling and assignment tools and reach audiences with geo-targeting functionality. Invite multiple collaborators to manage social networks securely, plus provide custom reports using the comprehensive social analytics tools for measurement.
Key social network integrations include Facebook, Twitter, LinkedIn, and new Google+Pages, plus a suite of social content apps for YouTube, Flickr, Tumblr and more.