Who knows more about products than a stores’ salespeople?
Wal-Mart employees are now encouraged to post reviews of products on Walmart.com. More important, they do it the right way, with an icon next to each employee review, so you know exactly who it’s coming from. Here’s an example.
(Tech provided by BazaarVoice, where I’m an advisor.)
I’ll keep saying it: Your employees need to participate in the conversation. Let them loose. Give them the encouragement, training, and tools to share their knowledge and enthusiasm with customers. They are your best evangelists.