Negative online marketing feedback 'can be used to firms' advantage'

12:26 14th June 2010

North West e-commerce firms that receive negative feedback when using social media sites for their online marketing could benefit from the criticism, it has been claimed.

Social media can give businesses the chance to monitor and respond to negative feedback, then use it to their own advantage, according to SEO Junkies.

Recent research by ExactTarget has revealed that almost half of all online consumers are either fans or followers of at least one brand on Twitter or Facebook, showing the power of social media channels in

terms of online marketing.

Di Forster, director at the search engine optimisation company SEO Junkies, said businesses that experience negative feedback on social networking sites could "turn it around [and] spin it to a positive".

Any company that does encounter criticism online should use it as an opportunity to reassess their online marketing and the positioning of their products.

Speaking at the digital marketing and online business trade exhibition Internet World earlier this year, Ms Forster said: "You're finding out how people are talking about you, whether it's good or bad. It might be bad, but you need to know about it, then you can change it."

Real-time search, which has been introduced by Google, has made a "big difference" to the significance of social media as a digital and online marketing platform, she added.

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