Are Poorly-Written Customer Reviews Bad for Brands?
Yes, suggests research from NYU’s Stern School of Business professor Panos Ispeirotis. Well-written customer reviews are better for business than reviews filled with spelling and grammar errors. Even if a well-penned review is negative, he blogged, it’s still perceived as objective and thorough, and may suggest that a negative feature might not be that bad.
In Awsum Shoes! Slate’s Michael Agger writes that companies are starting to realize the benefit of a cleaning up customer reviews. He interviewed Ispeirotis, who estimates that e-tailer Zappos has fixed more than a million reviews—at an estimated price tag of hundreds of thousands of dollars. The company uses crowd-sourcing to edit for grammar and spelling in customer reviews posted on its site.
Social media is a people-powered communication tool. Part of its appeal is that everyone is a publisher, warts and all. So is it disingenuous for a brand to “fix” the content their fans and critics produce? Or is copyediting simply a savvy way for companies to boost the value of a customer review?
Whut do you thinck?