Learning from Product Reviews on Social Media

Product Review for 1-800-Flowers Valentine's FailThis past Saturday was Valentine’s Day, a day that many people associate with giving gifts to their loved ones. The gifts that are most related to this holiday are chocolates and flowers, and with the help of the internet, you can now have these delivered to your loved ones no matter how far away they are. Or at least, you can try. Buzzfeed documented the failure of 1-800-Flowers from this Valentine’s Day in an article that showed various unsatisfied customers who took to social media to share their product reviews. Many of the customers received seemingly automated responses.

This poor example of customer service should serve as a guide of how not to handle a situation like this. Instead, it’s an opportunity to learn about product reviews on social media.

5 Types of Places You Can Find Product Reviews Online

Whether you are shopping for yourself or selling a product, there are 5 types of places you can find product reviews online.

  1. Rating and Review sites- Sites solely dedicated to service or product reviews
  2. Social Commerce- Sites that encourage the involvement and conversation of the customers in their product or service
  3. Forums and Message Boards- Sites that are similar to social media, but have a close-knit group that shares a similar interest
  4. Expert and Blogger Input- Sites run by those with experience and/or a strong bias towards a subject or product
  5. Social Media- Sites run by the company to help with marketing that can help communicate with customers

All of these should be monitored by a company to maintain and improve the relationship with a customer. Social media should be a main focus since 60 percent of consumers researching products through multiple online sources learned about a specific brand or retailer through social networking sites.

Tips for Dealing with Negative Product Reviews on Social Media

Product Reviews CheckboxStay up to date across all social media platforms. This means monitoring the product reviews across the previously discussed 5 places as well. Be aware of trending subjects and hashtags that could be associated with your product.

Respond to customers quickly. Reach out to them as soon as possible and contact them privately to help them with their problems. Do not automate responses to the customers.

Encourage customers to leave product reviews. This shows your customers that you are willing to improve your service and care what they have to say. Not all product reviews will be negative.

If you are receiving multiple negative product reviews, take a step back and reevaluate your product and services. Is there a common theme in the product reviews that needs to be addressed in the product itself or how the product is presented? Your willingness to improve and reach out the customers will improve your reputation.

For more information, check out the links below:

http://heidicohen.com/social-media-ratings-and-reviews/

http://www.practicalecommerce.com/articles/3202-3-Ways-Social-Media-Affects-Brands