The importance for brands to analyzing consumer review sites as part of their social strategy.
Consumer review sites, social
networks, blogs and forums, are henceforth the place where brands or businesses
can find in real-time their consumers or clients. On these platforms; people,
consumers, clients and fans converse, they complain, comment and they voice about their
daily realities. This means that, it is henceforth vital for brands and
organizations, to monitor and to analyze inter alia Tumblr, Twitter, Facebook and
Instagram. With this approach brands are able to find new insights to drive
product improvement, sales and innovation.
As part of our global commitment, we have captured for you the results of a
study comparing brand conversation on social media versus consumer review
sites, which highlighted the importance for brands to analyzing consumer review
sites as part of their social strategy.
The study by NetBase focused on the wearable technology category .When
analyzing how people talk about Fitbit on the social web, according to NetBase,
the commentary is overwhelmingly positive. 80 percent of the nearly 600,000
posts in the last three months praise its accuracy and usability. In particular
fans love that Fitbit helps them stay motivated and keeps them active.
When NetBase analyzed consumer feedback regarding Fitbit on Amazon, according
to NetBase, the story was different. NetBase found a vocal selection of
consumers who complain about the product’s battery life. One reviewer on Amazon
claimed to change their battery three times in six months before the device
stopped working completely. Another said that after two months their Fitbit
would no longer charge.
‘’Using the Amazon review data NetBase was able to identify an important
potential product improvement for Fitbit that did not surface through social
networks, blogs and typical forums. By including customer reviews in their
social media analytics brands are able to find new insights to drive product improvement
and innovation. In this case, an improvement in battery life for Fitbit is key
to keeping and growing an active
consumer base’’, said NetBase. 
