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Social Media Advocacy and Recommendations

Posted on 6.06.2012

Customer experience management (CEM) is one of the Web's trends du jour. Online professionals are eating it up, and software developers are all too ready to serve it on a silver platter.

To develop a fully realized experience, however, consumers need access to as much real-time information as possible. And today, CEM solutions provider Empathica offers up a recommendation.

Empathica’s GoRecommend social media advocacy solution now features a real-time feed of recommendations that can be embedded on a website, Facebook page or any other digital asset to leverage advocates’ social recommendations (see the image below). The benefit of integrating the feed is that other users see real-time, filtered recommendations from advocates (note that only positive experiences are amplified).

By re-using the voice of their own customers, brands can increase their ability to convert more browsers into buyers. Sounds pretty straightforward, right?

“The GoRecommend social media advocacy solution has helped leading brands identify advocates and mobilize them to share positive brand experiences across social networks,” says Dr. Gary Edwards, chief customer officer of Empathica. “Using the GoRecommend solution, our clients have generated more than 1 million positive recommendations resulting in over 110 million total impressions on sites like Facebook and Twitter. The addition of the real-time advocate feed is a significant enhancement, giving GoRecommend the ability to deliver even greater advocacy benefits for our clients.”

What the solution is missing in my opinion – as you'll see in the GoRecommend Summary Report image posted below – is that while it is certainly useful to know how often product recommendations were made by advocates and how many clicks resulted, it would be more useful to have a way to associate those recommendations to some measureable business objective, e.g. product conversion or registration.

While the embedding feature is really where the value resides here for Internet retailers, hopefully Empathica will connect the dots for their merchants by bundling deeper analytics with the platform. 

How the Empathica GoRecommend Feed is implemented:

How the GoRecommend Report appears for Empathica clients:

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