Earlier this year, a report from Adobe and Econsultancy revealed that nearly 20% of client-side marketers identified customer experience as their most exciting opportunity for 2014. This compares to only 18% who called mobile the most exciting opportunity. If businesses are so anxious to use customer experience as a marketing tool, it’s worth asking why these enterprises are not tackling negative social media comments with more urgency.
Tag: negative comments
Marketers appreciate and even encourage consumers to post positive comments about them on social media and review sites. The consumer practice of checking these comments and relying on them to make purchase decisions is widespread. But what happens when individuals try to manipulate a marketer with negative comments? David Streitfield covered this topic recently in a New York Times post and shows how some social sites may be forced to reveal the identity of reviewers as part of First Amendment Rights consideration. This trend has big implications for the way marketers and service providers handle consumer identity.