Firms ‘must pay attention to online reputation’
Businesses need to ensure they are as open and honest as possible with consumers as shoppers increasingly turn to user-generated content for product information, it has been claimed.
Writing on the Mashable blog, Tom Smith of Universal McCann noted a recent study by his firm revealing that over one-quarter of web users have commented on a particular product or brand on a social media profile.
The same poll also found that over 29 per cent have done so in a blog post. Coupled with the growing tendency of shoppers to seek out online reviews, this means that businesses need to take steps to manage their online reputations as soon as possible, Mr Smith commented.
He said: "Companies should share their inner workings. Mistakes have to be admitted quickly and control has to be loosened to allow consumers to discuss, share and interact with your brand."
The European Interactive Advertising Association revealed research findings earlier this year showing that 49 per cent of British consumers are likely to change brands after consulting online information.
