The Importance of a User Review

While social media continues to grow, and more and more companies are seeing the importance of having an online presence, there is a different medium for companies to capitalize on—the user review. User reviews are shaping the way in which companies run their businesses. Adage reports that, “The feedback is altering not just how the marketing department works but also how companies design their products and work with suppliers. And it’s not limited to small, nimble players; companies using product reviews range from niche retailers such as Oriental Trading Co. to big, broad-based behemoths such as Walmart”.

User reviews are beneficial because they pinpoint the specific needs for improvements on specific products of services. Adage gives the example of how Samsung uses its user reviews: “Samsung uses its product-review information for four purposes: to listen and keep its ear to the ground, to enhance the shopping experience for consumers who are increasingly seeking more information, to build community among consumers and let them talk to each other and to improve customer service and support by helping them be aware early of issues that may arise”. Additionally, user reviews are more centralized in that they are found in one place rather than mixed in with other conversations about companies in outlets such as Facebook and Twitter. As users become more engaged with their buying experiences, reviews will become a larger part of marketing.