TheKnot.com: WOM for Better or for Worse
The wedding industry has been transformed by TheKnot.com
faster than a runaway bride. Perspective brides and grooms
go to the site's message boards to share tips, post rave
reviews, or vent scathing critiques. The influence this
online community has on wedding-related businesses cannot
be ignored or downplayed. Vendors both small and large are
finding their fortunes made or broken by a single comment.
While they are not allowed to post directly to the site,
vendors can point out erroneous postings to forum
moderators and request they be removed.
THE LESSON: Ignore online communities at your peril. Ask
your customers to spread the word for you.
