On Wednesday, I reposted an article by Erin Nelson of Bazaarvoice that discusses the importance of the "voice of the stranger" in Millennial marketing strategy. Research shows that Millennials rely less on the recommendations of friends and family, and more on the opinions of complete strangers when making purchasing decisions. Therefore, Nelson encourages businesses to look beyond social networks like Facebook and Twitter when marketing to this particular demographic. The key to winning the hearts, minds and dollars of the Millennial generation is to "surface relevant and authentic user-generated content and make it as pervasive as possible", she says.

I completely agree with Nelson about the importance of user-generated content. Before any major purchasing decision (buying a new laptop, choosing an apartment complex, switching insurance providers), I consult online reviews. Heck, it doesn't even have to be a major purchase. Even a quick lunch in a new neighborhood necessitates the use of Yelp, in my mind.



Sometimes I find myself reading reviews just for a good laugh. Oh yes, some people get really sarcastic. Here are three of my favorite snarky review threads:

Amazon.com's The Mountain Three Wolf Moon Short Sleeve Tee
Pros: Fits my girthy frame, has wolves on it, attracts women.
Cons: Only three wolves (could probably use a few more on the 'guns'), cannot see wolves when sitting with arms crossed, wolves would have been better if they glowed in the dark. 

Paula Deen's recipe for English Peas on foodnetwork.com (there are just two ingredients: a can of peas and butter)
Just tried this recipe and found it a little more buttery than I normally prefer. Edit: just looked at the recipe again and realized I forgot to add the peas.

Rachel Ray's recipe for Late Night Bacon on foodnetwork.com (essentially, how to microwave bacon)
What brand of paper towel is most highly recommended? I want my bacon to be as good as possible.

I think a lot of companies are fearful of reviews, and they have a right to be. A positive review, as we all know, can bring more business your way, but a negative review could have disastrous consequences. You have no choice but to accept them all. Trying to hide or ignore a bad review won't do you any favors. It diminishes your authenticity, and as Nelson says, it's an authentic and transparent approach that attracts Millennials in the first place. The reviews are out there, and a consumer is going to find them anyways, so you might as well embrace it!

What are your thoughts on this topic? Do you rely on user reviews? If you come across any particularly sarcastic reviews, please share!