Thanks to social media, consumers now have the power to dictate how a brand is perceived. Through online forums such as blogs and reviewer websites, honest opinions are given valuable attention from would-be customers. I know from personal experience that user reviews generated on sites such as Yelp.com, Amazon.com and MakeupTalk.com can provide insight that advertisements have never offered. Before buying a product, I am able to do some research and learn the pros and cons to each brand and version of the product that is on the market. It is almost like having a best friend that just bought the item and wants to offer their opinion on it. But, sometimes these reviews come from people that are impossible to please or may have had a negative experience that is not typical of a company or product line. This can have a devastating impact on the reputation of a brand.
A proactive company can combat this dilemma by making their presence known within such forums. By the brand expressing helpful feedback and genuine concern, potential viewers may formulate a better opinion of the brand. One important way this can be achieved is by a representative of the company correcting inaccurate information. I will try to give an example- I visit a lot of beauty product forums and blogs. All too often I see a negative review about how a product didn't work but actually the customer was using the product incorrectly. If there was a friendly and informative response from someone in the company, that customer and others reading the review could walk away better informed about the product.
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