Consumer content=credibility

99 percent of consumers who read product reviews find them credible, according to an eMarketer reported today. Results came from a Deloitte Consumer Product Group-sponsored study.

This is not surprising or new. Back in 2002, the Stanford-Makovsky Credibility Survey showed similar results, adding that user-generated content actually credibility to the site the content is on.

Reviews really are a baseline today. They are easy to implement and while some moderation is needed, that's a simple challenge to tackle.

Yet today's report also said that only two-thirds of consumer websites allow for consumer generated reviews.So why aren't more companies including them on their site?

From talking to marketing folks, the biggest concern I hear is "What if someone posts something bad about my product?" Well, here's the answer: Unless it's offensive to society at large, you leave the bad product review on our site and either a) listen and consider it good feedback that might be valid and actionable or b) know that users are smart and that one bad product review isn't going to send them away.

In fact, from the research I've conducted, consumers generally say they consider a number of sources, and know that not everyone is "like them" or likes what they like.

So let's remember that consumers are smart and give them credit for making their own decisions. And if you manage a site with no reviews and no way for consumers to speak back, well, you know what to do.