3 Ways User Generated Content Can Make or Break a Brand's Reputation

By: Sammie Schweissguth | Published: June 2, 2015

user generated content moderation89% of customers say that user-generated reviews sway their opinions when they shop for goods or services. That’s great news for your company if web reviewers frequently praise your products, but what if they don’t? That’s why it’s vital to address rude comments or harsh reviews ASAP, before your company’s sales or image suffers. Whether you manage a virtual mall or offer online tutoring services, here are three reasons user-generated reviews can have a significant impact on your business’s reputation.

Broken Trust
Trust is an important but often-overlooked quality that a business needs in order to succeed. If your employees do not trust each other, it can be difficult for them to work together to meet deadlines or deliver top-notch customer care. If your customers don’t trust your business, they won’t feel confident buying your products or ordering your services.

When a user posts a review about your company, customers aren’t just paying attention to what the reviewer says. They are also looking for a response from your company, such as an apology or a promise to do better next time. Statistics show that customers are likely to spend up to 40% more when they shop from a company that responds to concerns on social networking sites.

Bad Attitudes
Perhaps it is a cliche, but many people genuinely believe that you are only as good as the company you keep. That goes for personal relationships as well as business ventures, which is why content moderation is a must if you’re trying to project an honest, wholesome image.

Comments laced with profanity may leave readers wondering what your company did to receive such a hateful, disrespectful review. Spammy reviews convey a lazy, sloppy image and make it look like your company doesn’t care about maintaining its website.

55% of customers say they’re willing to pay more for good customer service. Address complaints quickly and effectively so shoppers know your employees value their business.

Poor Quality
Many shoppers consider negative reviews a major red flag. They assume that bad reviews equal poorly manufactured products or low-quality services, even if the reviews pertain to factors completely outside of your business’s control. For example, if the post office delivers a package late or damages the box, an e-commerce shopper may leave a one-star review for something that isn’t even the fault of the merchant.

Unfortunately, visitors to the site sometimes look at a brand’s overall rating without thoroughly reading individual reviews. In situations like this, content moderation can save the day by letting your business address or even delete negative reviews.

When someone leaves negative feedback about your company, it’s wise to react immediately, but it’s difficult to monitor the Internet 24/7, even if your company only has reviews on a few different sites. Relying upon skilled content moderators to monitor and quickly respond to user reviews – whether positive or negative – demonstrates to consumers that your company cares about the feedback it receives; it also frees you up to focus on providing the kind of service that inspires five-star satisfaction.

Ready to protect your company’s reputation? Find out how.


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