Online reputation management for e-commerce: a conversation with Duane "DJ" Sprague and Scott Brandley

Kevin Lee interviews Duane "DJ" Sprague and Scott Brandley, who run Shopper Approved, a Utah-based firm providing tools that help merchants increase trust, traffic, and conversions through the management of user reviews. Some of the topics covered in this interview include: - The different flavors of UGC (User-Generated Content), including BGC (Brand-Generated Content), and EGC (Expert-Generated Content) - The importance of verified reviews for businesses and in terms of not running afoul of regulations from the Federal Trade Commission. - The process by which reviews are syndicated across multiple websites. - The fact that today’s generation of young people “live by video” and are quite comfortable creating – and consuming – video reviews. - The SEO value of strategic Q&A-style content. - Industry sectors where reviews are particularly more powerful, such as retailers with house brands or manufactured brands from different manufacturers. - Why consumers in certain health-related sectors may resist leaving authentic reviews due to privacy concerns. - The fact that having some negative reviews can actually improve one’s trust level among consumers. - The importance of brands responding reviews in order to show they care about customer feedback and are adept at solving consumer issues. - Why executives – not just line staff – need to pay attention to consumer reviews, which cumulatively serve as an index to a brand’s overall reputation. Learn more about your ad choices. Visit megaphone.fm/adchoices