Over at AdAge, Abbey Klaasen just published a great story on “Your Best Marketing Tool Is the Humble Product Review.“  As the story states:

…for all the ink spilled on the importance of Twitter and Facebook as feedback and customer-service channels, there’s another social-media tool marketers are increasingly finding useful, not just as an online-shopping tool but as an internal, culturally changing consumer-criticism channel: the humble product review.

This is a great point that deserves reinforcement.  While it is easy to get distracted by the latest “shiny object” in Digital Marketing, the product review is one of the simplest and yet most impactful, tools for a marketer.

If your brand hasn’t yet embraced Product Reviews, Klaasen recommends 4 steps to get started.

The right way to use reviews

• Embrace the Feedback: Sure, it’s scary to let customers say what they will about your products on your home turf — your website. But both the positive and negative feedback provides hints to what you’re doing well and where improvement is needed. FIGURE OUT WHO NEEDS TO K