A well-managed community of reviewers can bring huge benefits to brands’ websites, but they must have clear guidelines in place, according to a new white paper from moderation and community management company, eModeration.
The paper, ‘A Guide to Managing and Moderating Customer Review Sites’, advises brands on how to manage a reviewer community, how to spot fake reviews, and how to respond to negative feedback.
The paper, written by eModeration’s CEO, Tamara Littleton, and free to download from www.emoderation.com, includes sections on:
• Setting up a review site, including establishing guidelines, and terms and conditions
• Spotting and dealing with fake reviews
• Managing the reviewer community, including rewarding star reviewers
• Listening to and acting on feedback, even when it’s negative; and using insight gained from reviews to inform product strategy and development
• Moderating reviews, including reinforcing terms of use, the right to reply for brands, and avoiding a censorial approach.
Tamara Littleton, CEO, eModeration, says: “Research shows that consumers are likely to check out online reviews prior to purchasing products or services, even from well-known brands. They can be a very powerful deciding factor in their eventual purchase decisions. Some brands are struggling with how to manage reviews and, importantly, how to listen to feedback and use it to benefit the brand. Those that do it well will see the benefit of engaging consumers in the long term.”
The white paper is the latest in the series of white papers from eModeration, available from its website: http://www.emoderation.com/about/publications.
For a free copy of A Guide to Managing and Moderating Customer Review Sites visit the emoderation website.