Getting social media right is challenging. Many blogs go unread, many forums remain silent and many brand managers waste their time and budget by focusing energy in the wrong direction. Harnessing consumer involvement in product reviews demands understanding the nature of participation and having the right approach to content. Expert reviews should be at the heart of content strategies that rely on translating consumer comments into something meaningful for others to review. These social media strategy notes provide a simple template for getting the right framework in place for expert reviews. Around the expert reviews, simpler participation such as ratings, tag clouds, reviewer ratings and secondary consumer comments can easily be incorporated.

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