Webinar: The ‘Conversational Divide’ between Consumers and SMBs


Based on a study commissioned by Soci, LSA is about to release a new report on local businesses, ratings and reviews. What’s different about this study is that it presented two parallel surveys to consumers and SMBs. The objective was to compare responses and understand if business owners and consumers’ attitudes about the influence of online reviews aligned and where any gaps might be.

Among other things, we wanted to find out:

  • How did consumers weight the influence of reviews vs. other variables such as discounts or business location?
  • How much emphasis business owners placed on their online reputations as a success factor?
  • Were there blind spots for the SMBs?
  • What’s at stake if for SMBs and franchisees that don’t actively manage their online reputations?

SMB Perception of Whether Reviews ‘Strongly Influence’ Consumer Buying Choices

Soci study online reviews

Source: LSA small business survey (August 2018)

Some of the findings were expected but others were surprising. The report will be released next week but you can get a preview of the data by attending this Thursday’s webinar: The Online Reputation Gap: What Businesses Think vs. What Consumers Expect.

The webinar, featuring me and Monica Ho of SOCi, provides an overview and discussion of the data. Some of the findings are fairly nuanced. We’ll talk about those areas. We’ll also talk about what opportunities are missed and what risks are taken by businesses that don’t actively manage their online reputations.

It’s this Thursday at 2 Eastern, 11 Pacific.

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