Tapping into conversations
Whether you're aware of them or not, conversations regarding your brand are happening online. In fact, there are plenty of online social review sites out there dedicated exclusively to fostering such conversations. Some, such as Yelp and CNET, are well known and highly trafficked by the masses. But other lesser-known niche forums offer equally valuable insights for brands that know how to tap into them.
That said, such forums are built for consumers -- not brands. Thus, marketers are expected to walk a fine line when it comes to listening to and participating in these conversations.
So, what can and should brands do to monitor -- and perhaps even influence -- their reputations on online product and service review sites? What are the pitfalls, advantages, and opportunities to look for (or avoid)?
We posed these and other questions to a number of industry experts, including analysts, ad agency heads, and others, and asked them to weigh in with their digital two cents.
Here's what they had say.