In chapter five of
his book “Socialnomics: How Social Media Transforms the Way We Live and Do Business”,
Eric Qualman discusses the word of mouth and the power of a social network
review. I feel that he rightfully credits the role social networks reviews,
recommendations or detraction plays for members of the network. I commend him
for recognizing and stating the personal knowledge of the individual making the
recommendation or condemnation affects how the reader weighs the opinion
posted.
I agree that companies need to recognize this power and use
it to their benefit; however I believe that his suggestion that the company
reward or compensate customers for providing reviews is off the mark. I
personally question compensated or rewarded reviews more so than ones made for
without compensation or enticement. I
feel by advocating the use of incentive and rewards for customers to provide
reviews will lessen the power such reviews have in driving business to the
product reviewed. I personally put less weight in a compensated review and give
no credence to a compensated reviewer who fails to disclose the fact.
I am very surprised that Mr. Qualman did not account for the
harm that compensating reviewers could have for the brand. Was he not aware of
the scandal associated with Samsung paying student for positive reviews of
their product and negative reviews of the technology giant’s competitor
devices? Even if he was not, I think someone who seems to have such an
impressive understanding of the power of social media would realize the
negatives involved with compensated reviews on social media.
Does the knowledge that a company provides compensation for reviews affect how you feel about the reviews
you read for them?
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