{"id":32020,"date":"2012-09-29T15:29:05","date_gmt":"2012-09-29T14:29:05","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=32020"},"modified":"2012-09-30T00:28:36","modified_gmt":"2012-09-29T23:28:36","slug":"reviewers-for-hire-will-end-publicity-company-credibility","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/reviewers-for-hire-will-end-publicity-company-credibility\/","title":{"rendered":"Reviewers for Hire Will End Publicity, Company Credibility"},"content":{"rendered":"

Who\u2019s Kidding Who<\/h1>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \"\"<\/strong><\/h1>\n

Image Source \u2013 inyourpocket<\/p>\n

Reviews Your Way \u2013 <\/strong>Gartner reports that marketing\/communications people are in such a rush to get positive reviews and increased numbers on their Facebook, Printerest and other social media sites that they are bypassing professional journalists and buying reviews, fans. But it is a dangerous path because consumers are smarter and have more sources to spot the pay-for-play answers. <\/em><\/p><\/blockquote>\n

A year ago, I was watching the news in my hotel room; and in front of the newscasters were big containers of Coke.<\/p>\n

It could have just as easily been a sign, \u201cThis Space for Rent.\u201d<\/em><\/strong><\/p>\n

I\u2019m probably one of the few that really watches the ads on TV; but increasingly, it\u2019s hard to see where the ad ends and the show begins because I see blatant show\/tell about comforting insoles, candy, cars, video conferencing systems, computers, you name it.<\/p>\n

The only reason I know Apple hasn\u2019t done all that product placement of Macs, iPhones and iPads was the patent infringement trial with Samsung.<\/p>\n

Apple said \u2013 on the stand \u2013 that they didn\u2019t pay the millions for that product exposure.<\/p>\n

Gawd, bet that ticked off Dell, Lenovo, Samsung, Sony, Acer, everyone.<\/p>\n

Now Gartner has reported that 10-15 percent of the reviews on social media will be paid for by 2014.<\/p>\n

By reasonable projection then that says by 2016, 20 percent will be paid for and by 2020, most of the reviews will be paid for.<\/p>\n

There goes credibility\u2026a pity.<\/p>\n

Sure, we understand organizations are scrambling for new ways to build bigger follower bases, generate more hits on their videos, get more positive reviews than their competitors, and get all of those ‘likes’ on their Facebook pages.<\/p>\n

Taking what we call \u201cthe easy way out,\u201d Gartner\u2019s Jenny Sussin, says marketers have begun paying for positive reviews with cash, coupons and promotions.<\/p>\n

The goal (no one knows really how to measure the cause and effect yet) is to increase sales, customer loyalty, customer advocacy.<\/p>\n

An IBM Institute of Business Value found that 65 percent of \u201cbusiness leaders\u201d thought people follow their brands because they want to be part of a community.<\/p>\n

Jeezz, what a bunch of egos.<\/p>\n

 <\/p>\n

Not Lonely Followers<\/strong><\/p>\n

It turns out, the same report said only 25 percent of consumers agree and those that
\nfollowed the brand wanted discounts, cheap stuff.<\/p>\n

Or, to say it so marketers and publicists can understand, I\u2019ll stick around with you as long as you pay me!<\/p>\n

Oh, that\u2019s great brand equity. Something you can put right on the bottom line, take to the bank.<\/p>\n

Then too, they just try too hard to be a part of your life \u2026 order something online and you get 20 special offers, requests to complete surveys, requests for reviews, tweets to their new friend and the package hasn\u2019t even arrived yet!!<\/p>\n

Great marketing \u2026 great publicity.<\/p>\n

 <\/p>\n

It\u2019s Too Simple\"\"<\/strong><\/p>\n

Top Down, Bottom Up \u2013 <\/strong>Building <\/strong>credibility in the marketplace is not something that can be purchased by amassing volumes of followers. It starts with strong management, strong products, comprehensive support, continuous follow-through and contact. <\/strong><\/em><\/p><\/blockquote>\n

Dudes\/dudettes, have you thought about:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Making an insanely great product<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Producing really dumb simple-to-understand documentation<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Producing really clear how-to videos for ordinary folks<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Having real live, conscientious customer support\/service people available 24\/7 to help people who are like us<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Pricing the product\/service fairly for the customer and the company<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Talking (we know, that\u2019s tough) with credible journalists, writers, reviewers and offering them the product\/service\u00a0 \u2013 with no strings attached \u2013 and ask them to review the product<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Then let the chips fall where they may<\/p>\n

Oh, that\u2019s right\u2026that\u2019s work and cripes; the writer\/reviewer might not \u201clike\u201d or even love you.<\/p>\n

Not to worry, scan Craigslist and you\u2019ll find a load of people ready to get paid for their reviews; and some don\u2019t even care if they get their hands on the product \u2026 muddies up their creative juices.<\/p>\n

You shouldn\u2019t worry about those silly FTC guidelines for endorsements\/advertising; they\u2019ll probably never notice.<\/p>\n

You\u2019re too busy buying Facebook Likes and Twitter Followers because you\u2019re under pressure to boost your company\u2019s reputation with all those new followers.<\/p>\n

 <\/p>\n

Citizen Journalists<\/strong><\/p>\n

According to Dan Gillmor, former technology columnist with the San Jose Mercury News<\/em> and founder of the Center for Citizen Media<\/strong>, there\u2019s very little chance of what he describes as citizen journalists uncovering what you\u2019re doing.
\nAfter all, you\u2019re just doing your \u201cprofessional\u201d job of finding reviews, fans and Likes to help your company, your management.\"\"<\/p>\n

Little Help \u2013 <\/strong>When the senior staff is pressing for solid measurements, solid results from their communications and social media investments it\u2019s pretty easy to offer special people preferential treatment for favorable reviews. Don\u2019t worry; over time, it gets easier and easier to do it.<\/em><\/p><\/blockquote>\n

Of course, you may not have heard that Cornell University researchers have software that is so good it can detect fake reviews 90 percent of the time.<\/p>\n

If the review is too positive, ordinary folks can only spot a fake half the time.<\/p>\n

The publicist\/marketer who really wants to do his\/her job right has to remember people get their news, information, insights, recommendations, ideas from all media \u2013 radio, TV, print, online websites and blogs.<\/p>\n

They\u2019re smart enough to seek out input from folks who have earned a reputation for being honest, knowledgeable and yes, even opinionated.<\/p>\n

 <\/p>\n

Synergy<\/strong><\/p>\n

Mainstream media drives social media and social media drives mainstream media \u2026 they are synergistic.\u00a0\"\"Image Source \u2013 guru3d<\/p>\n

Real Reviews Take Work \u2013 <\/strong>In every business, there are people who are really interested in doing an honest review that consumers can trust. Some will do a \u201cregular user\u201d review; others will push the product\/service to its limits. The review is hardly 100 percent to product design\u2019s\/engineering\u2019s liking because it was their masterpiece; and unfortunately, no product is ever absolutely perfect. <\/em>Image \u2013 guru3d<\/strong><\/p><\/blockquote>\n

If you can get out of your own way, you\u2019ll understand that your task is to simplify the decision-making progress for the consumer.<\/p>\n

You do that by helping the consumer:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Trust the information they receive<\/strong> \u2013 by making available sound analysis from advocates, industry experts, reviews<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Learn effectively without distraction<\/strong> \u2013 streamline the product\/service specific information at the various stages of research, discovery, education, decision<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Weigh options confidently<\/strong> \u2013 provide transparent buying guides, product\/brand differentiated information<\/p>\n

The consumer may not always make \u201cthe right\u201d decision, but it\u2019s a lot better for your company and you.<\/p>\n

 <\/p>\n

No Backing Up<\/strong><\/p>\n

Paying for reviews is a slippery slope, and you probably know what\u2019s at the bottom of the slope \u2026 right?<\/p>\n

Gartner predicts that a couple of Fortune 500 companies and who knows how many smaller firms (as well as the individuals involved) will end up being investigated (and probably fined) for this practice.<\/p>\n

\"\"\u00a0Image Source – Flickr<\/p>\n

Easily Spotted \u2013 <\/strong>People who focus on developing their social followings quickly focus on minor issues, minor opportunities because \u201cthere is much to be done quickly.\u201d It is only when they are forced to step back and evaluate what has been done that problems are glaringly obvious. Then it\u2019s too late.<\/em> Source – Flickr<\/strong><\/p><\/blockquote>\n

That can only result in a bigger PR crisis.<\/p>\n

But maybe that\u2019s the only way we can weed the socializing publicists out to make room for professionals who have the background, experience, empathy and guts to do the hard work.<\/p>\n

You know, the folks who want to work with professionals on the writing, reporting, reviewing side and deliver news, information, articles everyone can trust.<\/p>\n

# # #<\/p>\n

by: G.A. “Andy” Marken<\/strong><\/p>\n

President<\/strong><\/p>\n

Marken Communications Inc.<\/strong><\/p>\n

Andy@markencom.com<\/a><\/strong><\/p>\n

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