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Reviews You Can Trust
If you did any shopping this holiday season, chances are you turned to someone you trust.
That’s because as more and more consumers do their shopping online, they actively seek input and advice from trusted sources before making a purchase. And most frequently, those trusted sources include recognized product experts and family and friends.  Understanding consumers’ desire for voices that provide them confidence and peace of mind, we’ve enhanced our popular Pluck Reviews product with Trust Filters, an innovative new set of capabilities that makes the idea of trust a central theme of the product reviews experience. Trust Filters help shoppers cut through the online clutter of generic reviews to quickly surface and prioritize perspectives from the sources they’re likely to trust and value most – including their Facebook friends and on-site community friends, as well as noted reviewers and designated product experts. The benefits of trust play out for shoppers in two ways: first, they can be confident that they’re receiving expert perspective on the range of products, features and benefits they’re considering, and second, they can feel reassured that personal friends and acquaintances will provide a more intimate view of how each product fits their unique needs and lifestyles. In other words, with Trust Filters, product reviews don’t simply answer “What’s the best camera out there?” – they answer “What’s the best camera for me?" By adding the element of trust, Pluck Reviews also benefit brand marketers and e-commerce retailers by enabling them to identify and promote their most vocal and influential customers and shine a spotlight on authoritative product experts. And trust-focused product reviews also become an important audience acquisition tool when they’re published to social sites like Facebook, Twitter and LinkedIn, and surfaced in consumers’ organic search results. These new capabilities and other new additions to Pluck Reviews help make the Pluck social media platform an even more powerful tool for the hundreds of leading brands that rely on it to build, grow and engage vibrant communities on their websites. Steve is SVP & GM, Social Solutions. You can follow him at @semels
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