Most Recent | 2008 | 2007 | 2006 | 2005 | 2004 | 2003

Inviting comments? Do it safely
Want to use reviews to drive conversions but you're concerned about negative posts? Here’s how to encourage balance.

iMedia Connection
Reid Carr

Have you ever watched a focus group where there is one squeaky wheel that dominates the conversation about a product? The person has an opinion on everything and is compelled to voice it at every turn. The moderator coaxes others in the group to share, but they are constantly overshadowed by the alpha. The truth is that this scene happens a lot. I believe that these squeaky wheel types eagerly seek out opportunities to share their unique voices in panels, focus groups, surveys and other forums. Malcom Gladwell called these people "Mavens" in his book, "The Tipping Point." Online, they are bloggers, reviewers and the vocal perpetuators of the Web 2.0 movement. Full Story >>

Back to List