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Ask the Expert: The Ugly Side of Social Media

05/20/2010| 9:26:03 AM| 中文

In today’s consumer-driven marketplace, negative reviews can often carry equal if not even greater weight than positive feedback in the decision-making process for today's consumers. How do you protect yourself against negative backlash?

In response to my last entry about social media’s role as a critical marketing node, Ricardo Villalba posted a comment that aligns with the deepest fears of so many of our clients. He noted that, in today’s consumer-driven marketplace, negative reviews can often carry equal if not even greater weight than positive feedback in the decision-making process for today’s consumers. How do you protect yourself against negative backlash?

As Kristen Poillon observed in her last blog post, “For Lookers and Bookers, Online Reviews Prove to Be a Powerful Tool,” this channel’s influence on the buying process is impossible to ignore. The following chart, derived from a Nielsen Global Online Consumer Survey released in July 2009 polling 25,000 Internet customers in more than 50 countries, shows the dominant authority that personal recommendations and online reviews hold as trusted sources of information for online consumers:

Read the full story at http://blog.tigglobal.com/index.php/uncategorized/ask-the-expert-the-ugly-side-of-social-media/

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