When Cone conducted the same study a year ago, 68 percent of users reported a similar sentiment. The 12 percentage point increase cements the notion that digital content and users’ growing ability to contribute to websites has altered the way they interact with brands and spend money.
Through social media marketing, businesses can work to offset any possible effects of negative user comments. Engaging potential prospects who may have seen a bad review or posted one themselves can help improve reputation.
Providing quality service or products is the best way to generate positive reviews. However, engaging prospects and addressing the issues they complain about can also generate favorable discussions. The poll found that 87 percent of consumers have converted due to a positive review or comment.
Social media content is becoming increasingly indicative of a strong brand reputation. Brafton recently reported that half of Facebook users report Liking their favorite brands on the website because they are already loyal customers.