You Review

People love a personal recommendation. In some cases they may even deem it more valuable than that of a professional. Additionally, consumers have become so inundated with various forms of advertising that they have become cynical and in some cases even immune to the message. But, these personal references are able to break through and often can be the deciding factor when customers take the plunge and make the purchase.

There is a sense of comfort and credibility, like a security blanket, that comes from a personal reference, knowing that someone has actually experienced a product or service. It takes the risk and major thought out of the decision making processes. With the progression of Web 2.0 and user generated media there is a growing number of sites whose sole mission is to serve has a nexus for opinion sharing. Sites like TripAdvisor and Yelp allow consumers to share and rate their experiences with various products.

I was reading a New York Times article on this very subject which posed the question How Many Reviewers Should Be in the Kitchen? Often times there are just too many cooks in the kitchen. Literally. It’s something about the kitchen that just draws people in now matter what, whether it’s a party or just a regular Thursday night dinner. People want to be where the action is, or the food. I know my mom always had trouble with this in our kitchen, people were always in the way, or as she’d say “in her zone.” So much so my uncle recently got her a roll of Caution tape to quarantine off her “zone” from any unwanted visitors. It’ll come in handy this coming weekend when she’s cooking for Easter.

I digress... So, in the virtual world of consumer reviews, should it be limited to a select few or should it be opened to as many posters as possible? I could see how it could be overwhelming with so many different voices offering forth advice on products. But, I think in this case the more the merrier. Ideally marketers hope these sites will be as enticing as the kitchen, bringing in a diverse array of people to provide a well rounded view or recommendation. Keep in mind; you should always take these types of recommendations with a grain of salt. Everyone has different standards so one person may give an outrageously negative hotel review because the bed was too hard or something of that nature, and allow that to set the entire tone for their stay and their online review (they are just dying to share with the world so that the same tragedy may never befall another innocent traveler!). That is one of the reasons I think it is best to have many reviewers.

Personally I am a big fan of these types of sites, Trip advisor in particular. I think it is helpful because these individuals tell about little details or oddities that a professional may not get in a traditional review. For example, a few years ago I was taking a trip to the Dominican Republic. Someone had written that the rooms at our hotel were particularly dim and suggested bringing a light bulb. May seem silly or insignificant, but I just think things like that are unique to this interactive, customer driven sharing atmosphere.

I also find these sites as an attractive means for customer recommendations because it is voluntary, it is different than some potential and current features on sites like Facebook, where it will publicize recent purchases by members hoping to inspire their friends to follow in suit.