The power of reviews reinforces two points I have been harping on for years:
- We spend too much time focused on measuring things that don’t matter, like the total number of likes a Facebook page has attracted. “With social media, it’s not about how engaged followers are with a brand, but how engaged a brand is with its followers.” We need to start measuring that.
- We invest far too much of our social media dollars on generating awareness and spend to little time finding ways to get our happiest customers to share their stories. Pushing some of those dollars toward the bottom of the funnel can’t help but produce more third-party endorsements.