Building on Chapter 10, "Social Content: Multimedia," you'll continue working through the social media content channels. In this chapter I'll focus on ratings, reviews, and recommendations. These are social content, just as much as blog posts, photos, and videos. They too are created by people based on an experience, and like a photo or video they are intended to be shared.
Ratings, reviews, and recommendations are an extremely important form of social media applied directly to commerce. For thousands of years, people have wanted to know whether others were happy with their purchases (or animal trades), and whether they'd recommend the merchant (or trader) at the center of the transaction. Once again, it's life moving in circles.
Use recommendations to encourage direct action closer to the point of purchase in the consideration cycle.
Use ratings to provide information that will set expectations and address performance questions earlier in the consideration process.
Use reviews to provide detailed information needed to make an informed decision that can be "passed down" after a purchase experience: implement reviews of reviews and community policing to maintain review quality.