Here's what marketers should do about it:
1. Add the "+1" button and other social network approval and sharing buttons to blogs, product pages and more so that they have an effect on search results, Mothner says.
2. Ask happy customers for reviews, Mothner says. Todd adds marketers can make the task easier for shoppers by implementing interactive elements (comments, sharing, reviews) on product pages, indexing the interactions and using online reviews in the store. Also, marketers can double-check the elements themselves to ensure they're working.
3. Publicly respond to unhappy customers, then privately work with them "to make it right." That way, a bad experience can become a good one, Mothner says.
4. In the store, "don't block mobile signals—and ensure mobile search visibility for your site and products," Todd says. Encourage mobile check-ins in the store, too. Allow 2D and 3D barcode scanning, she says.
5. "Participate on social networks, search and shopping engines to foster positive chatter and quickly respond to negative chatter," according to Todd.
6. Create strategies specific to important social networking sites, Todd says:
- Pinterest: Implement a "Pin It" button to brand product pages (all or prioritized selection) and create brand-owned style boards;
- Purchlive: Turn product feeds into Polyvore-like pinboards that you customize and own on your site. Measures shopping journeys for merchandising intelligence;
- RNKD: Loyalty shopping programs, rewards shoppers by pre-determined levels of engagement and encouraging cross-device activities; and
- Polyvore: Encourage user creation and sharing of style collages for promotional or campaign-specific initiatives.