It’s worth taking a look at this infographic if you wish to attract user reviews as part of your marketing strategy.
It turns out that the motivations of reviewers are quite different from those of bloggers, Tweople and other social media enthusiasts.
The prime motivation is to be helpful and useful, primarily to help other consumers make better choices but my guess is they also want to highlight what businesses do well and to help them do things better.
This means you need to be really thoughtful how you approach, engage and reward customers to critique what you do.
Think of then as mentors, mavens and Samaritans – three types of people who are worth their weight in gold.