Wanted – peer review. Only confident brands need apply.

At Yes Agency, we have been observing for a while the impact of peer to peer relationships on everything from media consumption through to making a purchase. That’s why we developed the Community Consult tool to engage with sub-groups within communities to create brand advocates and really harness the power of peer to peer.

Nowhere is peer to peer more prevalent than within online communities. Who visits a holiday destination nowadays without seeking the opinion of at least 10 vociferous online reviewers that they’ve never met before? In fact, who even spends £5 on a film without consulting their peers online first?

With peer to peer recommendations and reviews influencing purchases of £5 to £5,000+ then only the most courageous brands will be leaving this aspect of their marketing to chance. Whilst you clearly can’t influence what people have to say about your product or service (apart from ensuring consistently high quality of course), an Online PR strategy should include a high level of peer review management.

Very few marketeers have the time (even if they have the knowledge) to monitor this, never mind give people additional opportunities to trial their product, supporting online advocates and managing the online filtering of relevant promotional material. That’s why, the best option is to employ someone to take this pressure off your hands. Thus, the rise of the Online PR consultant.

Watch this space for more information on Yes Agency’s new Online PR Consultant, Andrew Rastall….

Amanda McDonald