Social media is touted as the perfect conduit for word of mouth. And, it is. With speed, reach, consumer opinions, and choices, likes and dislikes are quickly communicated. Understanding that word of mouth is a double-edged sword and can be both positive and negative. Managing the message takes preparedness on both fronts.
Most business and even marketing experts are ill equipped or prepared to actively manage reviews. Many feel that there’s not much you can do to control reviews. Others have the misconception that managing reviews means crafting or buying fake reviews from review farms that provide no value to the business or end consumer.