Today, Greg Sterling asks if the ability for advertisers to provide feedback on negative reviews is the future of reviews. I tend to agree with him that it's the future of online reviews, but it's also the past of reviews. Why do I say that? Because this is what eBay has been doing for years. As we all know, feedback is the key to the success of eBay's marketplace. Without trust in the buyer/seller you're dealing with, their system will not work.
However, as with local sites, one negative review can really impact your business on eBay, so they needed ways to deal with that negative feedback. The first thing they do is that they have the ability for users (sellers especially) to dispute negative feedback, although this ability is used sparingly. The ability for the seller to respond to negative feedback is really the main tool they have to keey their rating solid.
As IYPs and other local sites prepare for the next stage in their evolution, content is going to be critical, and reviews are a big part of that content. Local sites implementing reviews need to make sure they're not just slapped into the site, but that they are built with thought behind them, processes to support them, and the ability to get the advertisers involved and engaged. As we've seen from Merchant Circle's infamous launch strategy, negative feedback on a website is always a strong impetus for advertisers to get involved.
Is This the Future of Online Reviews? « Screenwerk
However, as with local sites, one negative review can really impact your business on eBay, so they needed ways to deal with that negative feedback. The first thing they do is that they have the ability for users (sellers especially) to dispute negative feedback, although this ability is used sparingly. The ability for the seller to respond to negative feedback is really the main tool they have to keey their rating solid.
As IYPs and other local sites prepare for the next stage in their evolution, content is going to be critical, and reviews are a big part of that content. Local sites implementing reviews need to make sure they're not just slapped into the site, but that they are built with thought behind them, processes to support them, and the ability to get the advertisers involved and engaged. As we've seen from Merchant Circle's infamous launch strategy, negative feedback on a website is always a strong impetus for advertisers to get involved.
Is This the Future of Online Reviews? « Screenwerk
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