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Posts Tagged ‘User-generated content’

Study: Social Influencers Can Easily Manipulate Online Reviews

We all know how important consumer reviews can be to clients, especially those in the publishing, service and retail fields. For that reason, we were taken aback by a new study demonstrating how easily the reviews that authors and businesses work so hard to earn can be manipulated.

In short, online critics behave like sheep: the first and most prominent reviews drive the herd’s behavior, lending an inordinate amount of power to these first-touch “influencers” (who may or may not be legitimate critics).

It seems the wisdom of the masses isn’t as pure as we’d like to think.

Researchers for Science magazine conducted an extensive experiment by measuring the public’s reaction to more than 300,000 reviews over a five-month period. Some of the reviews had been manipulated by the researchers while others had not.

Their findings were revealing:

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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

Disney Wants Your Memories

Disney Parks and Resorts is making submitted videos and images a main focus of the company’s new marketing campaign “Let the Memories Begin.” Disney is asking for submissions to Facebook, Twitter, MySpace, and DisneyParks.com/Memories, which will be included in future ads.

Starting January 2011, Disney World in Orlando will also begin using submitted images in its nighttime program. Producers of the program say about 500 photos will be used daily, according to Mashable.

Ads began running last week, also featuring actual families. You can check one out after the jump. Read more