Zach is new to the realm of digital marketing. Recently, he saw a blog post about his company that was just untrue. He demanded the blogger remove the post. Much to his surprise, however, the post had already spread to other sites. Zach immediately released content on the corporate website and social media pages with information that refuted the post. Much to his surprise, however, the original post continued to spread. Zach does not understand why users are spreading the post when his organization has posted information claiming that the post is untrue. Zach has failed to realize that
A)consumers post much more digital content than marketers do.
B)consumer-generated digital content is often trusted over corporate content.
C)the majority of corporate digital communication is not trusted at all.
D)bloggers are professionals who rarely get content incorrect.
E)any publicity, even negative, is better than no publicity.

Question

Quizplus · Accepted Answer

Consumers often place more trust in content generated by their peers and other consumers rather than corporate messaging. Even if a company releases content that refutes a negative post, users may still trust the original post if it came from a blogger or other consumer-generated source. Zach needs to understand the power of user-generated content in shaping opinions and perceptions of his company.

Zach Is New to the Realm of Digital Marketing