Customer Reviews, Testimonials Can Beat Ads in Effectiveness—Just Avoid Snowballs

FrontPointSecurity’s Customer Love page on its website is a prime example of how to brand and highlight positive reviews. Company communicators feel that reviews are more effective than advertising. As the practice of digital communications has matured, businesses and the public have become more comfortable in digesting information from strangers online. There’s a subset of this practice that could be likened to the Wild Wild West: customer reviews. In October, customer reviews came to the media forefront when review platform Yelp announced that it was adding a “consumer alert” to some band profile pages that states: “We caught someone red-handed trying to buy reviews for this business.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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