1 reply to this topic

[bentleyharolds]

I believe that user generated content- in the form of a forum- is going to play a large role in a current clients growth strategy.

I'm encountering some opposition, due to certain parties belief that corporations won't advertise on a site if they feel their products/treatments could potentially receive bad reviews.

I feel that the internet has made it impossible to control all messages associated with your brand, and honestly believed that most marketers had come to realize this (I hate emoticons, but if there were an emoticon expressing disgust & frustration, i would place it here!!).

I believe that taking a stand for the sites community (not the advertisers) will attract more users, which will in turn attract more advertising revenue, paying off in the long run and making up for any initial decrease in advertising. I would also imagine that for every negative review and associated brand that is unwilling to advertise, there is bound to be a correlating positive review and company jumping to advertise.

Thoughts on this? Experiences?

Good resources or case studies on advertiser opposition to user generated content, or directions to point me?

[Scottie]

I think there is a real danger in sponsoring forums where the members can potentially criticize your products and your service. It's not a good strategy for companies that have spotty customer service or frequent quality issues, because you will be BLASTED.

On the other hand, a decent PR team or person can really use those complaints and turn them on their ear by making the complaining posters happy. If you can do what it takes to turn a complainer into an evangelist for your product, it's extremely powerful.

Only the most diplomatic can do this though... I've seen far more companies do themselves damage by responding negatively to complaints than I've seen the one who does it right. Most people are too small-minded and competitive and worried about being "right" to answer the complaints in a way that promotes their company.

Case in point:

On my local parent board, a parent had an issue with a family fun center. She posted some really ugly things about them (but still within the limits of the board rules.) The owner, instead of handling it privately or offering to make it up to the woman accused the customer of the situation being her fault and telling her she wasn't welcome back at the center.

It certainly wasn't a situation that warranted that kind of a response and I guarantee they lost a bunch of other customers.


IF you do advertise on a forum or blog, I don't recommend fighting it out with the users under any circumstances. If you aren't willing to settle the issue to make the customer happy, don't respond at all. The ad may still gain you more customers because posts age and new people to the community don't see them.