| By :
Wendy Moyer
Environmental services companies sometimes are fearful of any potential negative reviews. Is that fear well founded? In other words, if you own or work for an environmental services company should you fear online environmental services reviews? For the most part, the answer is "no". If your company is offering a worthwhile, viable service, you have nothing to fear. Here is why: Most people go online primarily to search for answers. In many cases these Internet surfers look for reviews about companies and their products. They hope to find information that will help them determine how well a specific product or service that they are considering purchasing will "get the job done." Although there is plenty of free information available, a multitude of companies - from mom and pop marketing companies to international conglomerates - use the World Wide Web to offer their products and services for sale to the billions of people who are searching for the right answers to their questions. A Brief History of Internet Marketing Initially, most companies promoted their products on the Internet using traditional sales and marketing techniques and tactics. Although that is still done, a new mode of product promotion and public influence has emerged. Many people call it "social media marketing" and refer to it as "web 2.0". Essentially, people around the world are posting their thoughts and their experiences on websites such as Twitter and Facebook. In addition they are using a multitude of social bookmarking services. Many also write reviews on websites that have been set up to be used as clearinghouses for information. Whatever mode is being used, people around the world are casting their "votes" on products and services. The business world is now listening. When the social media phenomena began many "experts" dismissed it as a fad. However, now the majority of marketing professionals have embraced it because they have come to believe that it is here to stay. Initially, many companies feared that on line reviews would primarily be posted by irate customers. However, a survey of approximately 1,300 online reviewers conducted by the Keller Fay Group found that more than 85% of the reviews that are posted are driven by altruistic reasons. The reviewers want to use this 21st century mode of word of mouth advertising to help other people make a better buying decision. The majority of reviewers participate in order to praise companies that are doing a good job, and not to condemn the ones that fall short. These reviews are a source of authentic content - not media hype. They actually help other people find the best products and services for their needs. Of course, if you are searching for a product or service, you would not want to discount the negative reviews. If nothing else, they will give you more food for thought and could help you to make a wiser buying decision.
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