At Google, we've seen searches for ratings and reviews around consumer products growing over the past two years. This is a trend that's here to stay, and marketers need to embrace it. But some are hesitant. What if the reviews are bad? Brett Hurt, Founder and CEO of Bazaarvoice, says that most online ratings are actually four to five stars, and "the number one reason people write content is altruism." Wharton Professor David J. Reibstein backs this up, pointing to new research that shows that people like to share good news more than bad. When feedback is negative, that's actually great opportunity to engage with the community and drive long-term brand engagement, says Avanash Kaushik, Digital Marketing Evangelist at Google.
- June 2011