Opinion: Google's "shared endorsements" lacks incentive for users

10/14/2013 | Forbes

Google's announcement that it will begin tapping user reviews to sell endorsements in advertisements across its properties is a boost for word-of-mouth marketers, writes Panos Mourdoukoutas, but it's not clear how Google will increase user desire to create content. Google argues that seeing ads with recommendations from friends will make search more useful for everyone, but turning users into marketing partners may require some kind of reward incentive, Mourdoukoutas writes.

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