What Do You Think?†

Companies are learning to make the most out of customers' online reviews of their products

Wall Street Journal, October 12, 2009 — Online, everyone has an opinion. For e-commerce businesses, the hard part is making the most of them.

Amazon.com Inc. began posting customer ratings and reviews of its products online in 1995, with an anonymous five-star write-up of Dr. Seuss's "The Butter Battle Book." Since then, most online businesses have found that allowing customers to post reviews—including negative ones—can boost sales and help merchants quickly identify problems with their products.

Now, makers of review software are adding features that allow businesses to get more out of consumers' input online.

Managing Your Small Business’s Online Reputation

Monitoring the Web conversations, interacting with customers and honing your technical know-how can help your business get ahead.

New York Times, July 29, 2009 — Your customers are talking about you — and the whole world is listening.

Local review sites are reshaping the world of small business by becoming the new Yellow Pages, one-stop platforms where customers can find a business — and also see independent critiques of its performance.

How do you manage your reputation when everybody is a critic?

An Unwelcome Delivery

BusinessWeek, April 30, 2009 — Domino's Pizza has become the latest company to learn how quickly a brand can be tainted in a Web 2.0 world--and how important it is to monitor social media. On Apr. 13 a prank video made by two Domino's employees in North Carolina hit YouTube. In it, one of the pair sticks cheese up his nose and "sneezes" into a sandwich he's making--using that cheese. After Domino's learned (from a blogger) about the video, it issued a statement and created a Twitter account to answer questions. And in a YouTube message, Domino's USA President Patrick Doyle conveyed his outrage, announcing the impending arrest of the workers (who said they never delivered the befouled food), a scrubdown of the outlet, and extra vigilance in hiring.

Victory!†

Comcastmustdie.com Has Shamed Comcast Into a Modicum of Respect for Its Customers

Advertising Age, July 30, 2008 — Comcastmustdie.com, the blog, began a mere 11 months ago with this simple preamble:

Actually, I have no deathwish for Comcast or any other gigantic, blundering, greedy, arrogant corporate monstrosity. What I do have is the earnest desire for such companies to change their ways. This site offers an opportunity — for you to vent your grievances (civilly, please) and for Comcast to pay close attention.

Online Buyers Seek Out User Reviews

Taking advice from strangers.

eMarketer, February 15, 2008 — Getting objective opinions has never been easier for consumers. If they don't personally know someone who has used a product or service, they can go online for the thoughts and experiences of millions. Most online buyers do just that.