From ‘like’ to ‘love’ – the social courtship deepens
In this age of reputation marketing businesses are all clamoring for more Facebook ‘likes’, hoping to convey influence and interest through social networks.But it takes more than getting someone to ‘like’ your business if you truly want them to be advocates for you. Enter Intuit: Love a Local Business.
Just like the social networking sites we’re used to – Inuit’s Love a Local Business is based on the idea that people are attracted to the same products/services/ideas as their friends. Of course the notion of social influence stretches beyond the people we know. Every time we search online for a hotel to stay at, a restaurant to eat at, or a web design agency to employ – we take note of what others have said about the service. If a restaurant’s review is good – you’ll try it. If you’re warned of staff with bad attitudes or long waits for meals….well, you’ll probably steer clear.
The democratisation of publishing is both challenging and exciting for businesses.
Intuit, and other social networking facilitators realise that every customer is a potential publisher, ready to proclaim love, if you make their experience exceptional. But what I think is particularly exceptional about this venture is that it rewards local businesses for the job they do. Companies that are well loved by the community not only receive praise, but business grants too!
While this website doesn’t accommodate Australia, it still shows us a valuable lesson. There is more trust in peer review than there is in media review. We want to know what our friends think, not what PR people or journalists will tell us. Plus, if it’s online it’s there to stay – your rave reviews won’t just be tomorrow’s fish ‘n’ chip wrap.
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