The conference, held at the Barcelo Shrigley Hall in Macclesfield, featured presentations from Google, Reevoo, GForces, Marshall Motor Group and the Interactive Media in Retail Group.
With the proliferation in blogs dealers were advised to respond immediately to negative reviews as a way of building trust with online visitors.
“Honesty is the best policy. You must engage with reviews whether they are good or bad,” said Tim Smith, commercial director of GForces.
Smith cited the proactive way Toyota tackled its international recall programme in 2010 when it put resources into responding to an outpouring of negative comments.
Richard Anson, founder and CEO of Reevoo, the social commerce specialist which helps companies capture and host reviews, highlighted a new Fly Research Survey showing 68 per cent of consumers trust reviews more when they include negative and positive comments.
“Social content will help drive sales so trust and transparency are vital; we all trust our peers more than any vendor or brand,” said Richard Anson, founder and CEO of Reevoo, the online reviews specialist.
“Negative reviews are good for business. Retailing is all about transparency so perfection is not credible. Customers expect and want negative reviews and they give dealers a great opportunity to engage,” he said.
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