Oh, and they don't always like you. Hence ihatemicrosoftxp.com, ihatestarbucks.co, ihatedell.com, ihateblockbuster.com, and so on. Or, for instance, compare these two comments about the Bissell ProHeat wet/dry vacuum:
"My Deep cleaning carpet cleaner is wonderful! Before moving out of a rented apartment I used it to clean all the carpets & it made them look brand new. ... If you're thinking of getting rid of an old looking carpet, save your money & purchase a Bissell Deep cleaning carpet cleaner instead. It will keep your carpets ALWAYS looking brand new!!"
That was a testimonial found on Bissell.com. Now here's one from an Epinions.com submitter in a post headlined "WE MEAN DISASTER."
"The machine is awful. CHEAP, CHEAP, CHEAP! Second Bissell steam cleaner and both were headaches! Design flaws up the waazoo. It leaked a whole $10 bottle of detergent through a rubber gasket. It got thrown across the room where it flipped and landed on its side!"
Online due diligence For a prospect doing online due diligence, which opinion would be worth taking seriously?
Don't bother answering, duh. The credibility of disinterested feedback is at the very heart of such Web offerings as tripadvisor.com, Amazon.com reader reviews, the buyer/seller ratings on eBay and about a quitrillion other online sources.
This excerpt covers one isolated example, but by no means a unique one. The Listenomics Project (TLP) is seeking more examples, and unusual ways in which unsolicited feedback has affected brands. Standing by.