Review comments: How to change a bad review into Strategy?

Online consumer’s reviews on social media have significant effects upon brand’s image. This paper will explore in the first part, markers’ responses to online consumer’s bad reviews from critical and appreciative perspective. Further, there will be analyzed the differences between responses based on old marketing tools and unconventional tools. Examples from LIDL retail will be presented to show how bad reviews on Facebook were or not changed into a marketing strategy.  Further, at the end will be illustrated the main actions that should be taken to create a strategy of response which will help marketers translate the consumer’s online insights into a successful marketing approach.

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The wailing walls of Facebook

The walls of Facebook have become the modern tool for complaining in public, and it has the potential of reaching much further than pre-social media times. Consumers are now much more empowered than before and the question is then how companies should use this power best. Because the fact is that people will talk about your brand. Is really all attention such as public complaints good for the brand? Are there different ways of tackling this issue? 

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