What was once a static place for businesses to post images and text has become an interactive community of consumers, rich with opinion in the form of reviews and ratings. Potential buyers now benefit from experiences shared by those that have come before them, shaping their path in the buying process a competitive advantage or open weakness for your business, depending on the strategy you choose to employ.
The clear objective for any forward-thinking operation is to influence consumer behavior. Word-of-mouth has traditionally been one of the strongest forms of promotion. Social networking and review and ratings sites broaden the power and reach of this type of promotion significantly. The rise of social content demands a change in the way we engage in online marketing.
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