Richard J. George, Ph.D.

Brands Battle Online Badvocates

November 2, 2009

FROM RETAILWIRE:
"Badvocates," or critics who regularly trash corporate reputations, represent 20 percent of the world's adult population online and each one reaches an estimated 14 people with their opinions, according to public relations firm Weber Shandwick. What should consumer brands and retailers do about online badvocates?      [more...]

First, don't ignore this or assume that this is a passing fad. Over one third of bloggers post opinions about products or brands. And while almost 8 in 10 consumers trust peer recommendations, only 1 in 7 trust advertisements. Because of the speed in which these social networks enable communications, "word of mouth" takes on a new and profound meaning.

Second, social networks are like the digital "back yard fence." People are having conversations about things that are on their minds--both good and bad.

Third, rather than fear these networks, recognize that their greatest advantage is enhanced customer knowledge. In the final analysis, the better you know your customer and what they really think about your offerings, the better your business will perform.