Negative reviews – Proof that responding works!

Back when I was Products Editor on motorcyclenews.com, I received a steady trickle of emails and phonecalls on the same theme. Each one was from a product manufacturer or retailer who had received a negative review or forum post and wanted to know what they could, and should, do about it.

Five+ years ago, the answer was mix of the insight and common sense that I possessed at the time. Unless the review or post was libellous (in which case the legal requirement was to remove it), the best thing that company could do would be to respond publicly with a polite and reasoned answer for what may have caused the problem, and if possible, potential solutions. That way they not only reached the complainant, but also the huge audience who would view everything without necessarily posting. It also ensured that the situation was likely to be defused straight away, rather than building up steam.

Photo courtesy Lars Plougmann on Flickr (CC Licence)

If only I’d had the 2011 ‘The Retail Consumer Report’ from Harris available at the time. (h/t Mediapost and Mack Collier). The survey of 1605 U.S online adults reveals:

  • 68% of consumers who posted a complaint or negative review on a social netowkring or reviews site got a response from the retailer, which led to 18% of them becoming loyal customers and buying more.
  • Receiving a response meant 33% went back and posted a positive review, and 34% deleted their original negative review.
  • And given that a big part of making sales and getting loyal customers is based around surprising them with things that make them happy – 61% of consumers would be shocked if a retailer responded to their nagtive comments on the social web.
  • Plus, nearly a third of consumers research on social networking and reviews sites when they’re shopping online.

I’ve finally got some empirical evidence to back up my conversations all those years ago! Funnily enough, the evolution of those conversations was a questions and answers section named Ask An Expert, which asked representatives from suitable companies to be available to respond to reader questions. I’d prefer you didn’t mention the amount of interest and funding sites like Quora have generated more recently!

But it’s actually an even more important approach to me now as a business owner, not only do I continue to advise clients to respond publicly to negative complaints in a polite, responsible, and most importantly, active way, but I also have a responsibility to monitor and respond to comments and reviews of the two businesses I’m running to make sure that we do the best by our clients and customers. And if after all that, you’d rather ignore my advice, Harris research and any negative reviews, then I guess pointing to the example of Craiglist and Craig Newmark won’t change your mind. I can only hope you’re not a client, and you happen to run a marketing or web design and development business!

Geek curry night in Peterborough…

The belated arrangements for the fourth meetup for ‘Digital People in Peterborough‘ have now been announced, and in a change from the pub format, it’s going to be a curry night

I’m still surprised that something I’d mentioned in passing to my good friend @pjeedai and virtual acquintance (at the time) @joffff has turned into a regular meetup which sees 20+ digital people get together for drinks, food and chatting. All from just deciding a time and a place and seeing if people would turn up.

And it’s continuing to grow. We’re getting a reasonable amount of people checking out the site regularly, more and more people are registering and posting in the forum, the Facebook page has got 34 Likes so far, and the Twitter account has 25 followers.

That might be small if you’re used to reading case studies of global brands and millions spent in marketing, but as a group which met for the first time 5 months ago, and which has come together from nothing, I’m pretty amazed. And particularly as it’s revealed how many talented and skilled people are in the area – as a result, it’s led to the founding of digital design and development company Jodanma, of which I’m a co-founder, for example.

With the ease of communication and organisation, if you’ve ever wondered about starting a community around a cause, shared hobby, idea, dream etc, there really is no excuse not to give it a go. Maybe it’ll become massive in terms of size, or value. And maybe it’ll take a bit of time and work. But there’s no excuse for not giving it a try and finding out who else is interested…

 

My thoughts on Facebook’s commenting system

There’s been a lot of debate around Facebook’s new commenting system, particularly due to the fact it is currently being tested on Techcrunch.

Matthew Ingram does a good job of summarising at GigaOm, although the heart of the debate seems to be in the comments section of Robert Scoble’s post (I pop up a couple of times in the comments!). There are various reasons for allowing a choice of commenting profile, whether or not that includes the facility for anonymity in an easy or more complicated manner – such as creating a fake Facebook account. But I think I can summarise one major flaw in the test and reactions so far.

When UK pubs had a reputation for violence, they’d introduce a dress code requiring shoes. That’d work for a couple of weeks. And then you’d find yourself in fights with the same people, but in slightly smarter clothes.

On a more analytic level, there are a variety of reasons for not using a commenting system which currently rests on the shoulder of one company.

  • You may want to keep Facebook personal, and use Twitter/LinkedIn/your blog or site as your professional reference.
  • You may not your Facebook profile to be a mess of comments you’ve left around the web.
  • You may wish to be anonymous to voice your authentic opinion whilst minimising the repercussions either personally or career wise.
  • Facebook is blocked by a number of organisations, preventing commenting from people in the workplace.
  • Whilst I may choose a relatively public online persona, my friends and family haven’t chosen to participate in my online life in the same way. And whilst Facebook has privacy controls, I don’t fancy checking 500-odd people have the right settings in place before I post on Techcrunch. Or want any of them involved if I choose to disagree with something on there and annoy someone.
  • Blog comments have long been one way of creating community between bloggers, whether or not those comments are seo-friendly ‘do follow’ links or ‘no follow’. If someone posts a great comment on my site, I’d like them to get the small reward of a direct link to their site, if anyone wants to find out more. Not reward Facebook for doing nothing. And judging by the SEOMOz toolbar’s ‘NoFollow’ indicator, the Facebook comments are followed links back to Facebook everytime.
  • There are viable alternatives already out there – for instance Disqus, as used on this blog. Pick whichever ID you’re comfortable with, and use it!
  • The comment culture is built by the culture of the site – rather than using technical solutions, perhaps it’s more sensible for the TC team to look at why they generate so many antagonistic or crap anonymous comments. Besides their size and audience, perhaps the fact that they may sometimes stray into tabloid linkbait might contribute? Look at the difference between similar sites in terms of technology e.g. Digg vs Reddit vs Hacker News, for example. All three allow link sharing, but the quality of discussion is better on Reddit and Hacker News in my opinion, because there’s more of a community on both.
  • Facebook Comments has code in it which would have allowed Google and Twitter logins, but was removed for some reason – and as a company with an immense userbase, they’ve got no vested interest in allowing a wider range of logins.
  • Following a VRM principle would suggest that the content and data created is mine, and I should be allowed to choose how, when, and why I share it.
  • And finally, there may be times when I might have a legitimate reason to not share a blog comment, for example, on Facebook. Perhaps I’m enquiring about a present or a recipe as a surprise for my partner (Remember Facebook Beacon?). Perhaps I want to describe a personal experience which may relate to my family. Maybe I’m commenting on a site which I don’t want to necessarily be associated with or advertise because I want to disagree with what they’ve written.

I’m all for quality conversation, but as you’d imagine, I don’t think I’ll be installing Facebook Comments anytime soon… Am I making the right decision?

Is the eBook, the end of the library?

My son loves books at the moment, and long may it continue. He’s a toddler, and it’s been fantastic to watch him discover the experience of turning pages, seeing and recognising pictures, and hearing his mum and me reading aloud.

As a result, our house has started to resemble the children’s section of an Amazon warehouse, and every time his family get the chance, he’s getting more books added to the collection – but that isn’t enough, and as a result, we’re making regular trips to the local lending library for the first time since I was a teenager.

As an adult, I can still find the odd book to borrow, but considering I tend to read fairly niche subjects, it’s far easier for me to find books online, either free via Creative Commons or the Public Domain, or bought via a number of retailers.

I haven’t checked to find library borrowing and attendance rates in the UK, but it’s hard to see how borrowing physical copies of books will continue in the next few years, and the younger readers are increasingly being exposed to touch screen devices at the ages of 3 or 4 in some cases. And they quickly know how those devices work and how to find more entertainment.

The problem with printed copies?

The big challenge is that any freely available book has been licensed to allow sharing, thus spreading without the need for a central collection of physical copies. Physical copies are bought as memento and to thank the author, gifts, and possibly for re-reading away from the screen – in all three cases, those require a permanent purchase rather than a loan.

And although the DRM-restricted sold copies could be adapted to allow lending for a set period of time, that would tend to be operated by a retailer, and there’s still no reason for a library. And their token offering of a handful of DVDs and CDs in an attempt to modernise doesn’t offer much how in the download era, or even the Lovefilm and Netflix one.

So what the heck can libraries offer for those between the age of 4 and 50+?

Libraries – knowledge and community hub?

Traditionally a geographical community has a few hubs – the church and the pub being most noticeable in the UK (look at any old village and count which buildings were a place of religion or drinking, even if they’re now converted to homes!).

A library is a neutral place in terms of religion and alcohol, often with a fairly educated and knowledgeable staff. We need to make more use of these facilities for more activities alongside and in place of storing dead trees. In fact, the change should be pretty radical, if you follow the logic of serial business success Marc Andreessen, who advises newspapers to shut the presses now to focus on digital and make it successful, even if print is still 80% of the business. Because if it’s 80%, people are too focused on saving it!

So…

How many libraries are looking at being able to lend e-book readers and tablets, whether it’s a Kindle, iPad or something else? An electronic device, a lesson in how to access the ‘free’ content available and the chance to download some via library wifi would be a valuable service to those who are currently disenfranchised from knowledge and the familiarity with technology.

How many libraries are stepping up the amount of community gatherings they have, and aiming to target new niche groups? At the moment, only the very young or the very old are being catered for – where are the routes for me to connect physically or electronically?

What other services are in decline? I’ve written about how I could see libraries taking over from local newspapers in providing community news and events to the local area by running a non-profit website and printed newsletter with a mix of library staff as enablers and either paid or volunteer staff as creators.

And there’s one thing that librarians should know about:

Here’s a valuable niche service in an area of information abundance and overflow. Librarians have spent their time in learning and using a system of categorisation and filing. And from what I’ve seen, and my own slightly compulsive librarian tendencies suggest that it’s an enjoyable human pastime to create the illusion of order from chaos.

So why not put that to good use and have librarians specialise in becoming information taxonomy and category experts? Surely they could be the best people to aid me in sorting my Delicious bookmarks, my RSS categories and my email filters?

And at the same time, perhaps libraries could unite with an existing project like the Internet Archive to find a way to not only preserve, but categorise, the amazing amount of digital information in cyberspace.

After all, if you want a fairly secure and safe record of humanity, you need to be able to back up and access the web – and although it would take an investment in technology beyond the aging PCs in the corner of the library, the fact that you’d have numerous sites around the UK would prevent one problem wiping out the history of information since the later end of the 20th Century.

What other ways are there?

I realise that funding for servers, retraining for staff, and the switch from storing a few thousand dog-eared print books to becoming technology experts and advisers isn’t a simple change (or sadly, a likely one with the need for investment). But I think there’ are incredibly useful services which libraries provide beyond simple storage – enabling human curation and categorisation, and a community hub around providing shared knowledge and space. And I’m keen to see this continue…

So what ideas do you have for evolving libraries and their staff? Or do you disagree and think that libraries have served their purpose? Does Google do a good enough job of looking after information? And are there better places and ways to organise community within separate villages, cities and towns? Any librarians reading? (If you know any, send them the link!)