|Topic||Academic Environment Report|
|Sources / references||9|
|Description / paper instructions
Your group is acting as a team of consultants. You are required to produce a report with the purpose of recommending a suitable Online Review Management Strategy (ORMS) for a client company. Your ‘client’ can be any existing company which provides a service, or produces goods, and which is likely to receive online reviews.
Word-of-mouth is a powerful thing. It can affect a company’s reputation, boosting sales, or causing consumers to stay away. Before the internet existed ‘word-of-mouth’ happened through face-to-face interaction. Nowadays, consumers can post online reviews about goods and services they buy at the click of a mouse: on Facebook, Twitter, on dedicated review sites, or even on the company’s own website. These online reviews are known collectively as ‘consumer-generated media’, while ‘Word-of-mouth’ has now become known as ‘E-word of mouth’ (E-WOM).
Online reviews are, without doubt,valuable and democratic tools, guiding consumers in their everyday purchasing decisions. However, they must guard against ‘fake reviews’, employed by companies to boost sales themselves, or damage the reputation of rivals. This also raises a number of questions around review ‘trustworthiness’:
Many reputable companies have an Online Review Management Strategy (ORMS) in place. This is a strategy to monitor and manage reviews which appear online (on whichever platform), whether positive or negative. ORMS come in a variety of forms but often include the following actions:
Your report should:
Guidance Notes CW1:
Format of the report:
5.2.3 CW1 Group Report marking criteria