June 21, 2010, 4:34 PM

Benefit Cosmetics adds reviews feature to its Facebook page

A new Facebook tab lets the retailer retain comments that would otherwise disappear.

Lead Photo

Web and catalog retailer Benefit Cosmetics has added a ratings tab to its Facebook tab in an effort to keep mentions of its brand accessible to Facebook users.

“We rely heavily on word of mouth,” says Valerie Hoecke, Benefit Cosmetics vice president, digital experience and commerce. “And we’ve found that there are many moments where a customer mentions a brand on Facebook but shoppers find it hard to later find that comment in the Facebook context because of the temporal nature of the news feed. We may have had a great mention by a customer who may be a great advocate for our brand, but if it’s not when her friends are looking the product it may not matter.”

Collecting those ratings and reviews on a tab enables the retailers to leverage those brand ambassadors in a more structured fashion, says Hoecke. Moreover, the retailer hopes that by monitoring the percentage of positive and negative ratings and reviews it will be able to gauge the success of earned media impressions, which Hoecke says are more valuable than a paid advertisement.

The retailer plans to add rating and reviews to its retail web site July 1.

Benefit Cosmetics is working with Bazaarvoice to add the features, which are part of a new product suite the ratings and review vendor released today. The suite aims to allow online retailers to leverage shoppers’ use of social media sites such as Facebook, Twitter and MySpace.

“If you look at social networks, it’s clear that retailers need a clear strategy on Facebook,” says Mike Svatek, chief product officer for Bazaarvoice. “It’s great if you have lots of followers, but what do you with them? We’re trying to bring to the table a way to enable conversations that are authentic and relevant and tied to both a retailer’s site and that taps into a shopper’s social media profile.”

Today’s Bazaarvoice release offers retailers a variety of new features, including a tool that allows a retailer to add a Facebook Like button to its product or review pages. Another tool allows consumers to log onto their social network pages to see reviews from friends and people with similar interests.

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