We look at this week’s big news in social media, content marketing and user-generated content.

Is this the apocalypse? Did someone suggest it might be the end of customer reviews? Read on and breathe a sigh of relief, because all is not what it seems; plus you’ll also find some serious advice on publishing on LinkedIn and some silly photos of what millennials should look like.

Is this the end of customer reviews?

In June, we read a post that seemed to go against everything we believe here at Reevoo.

If you want to create a digital commerce strategy that maximizes your chances of adding value to the consumer and merchant experience on the Web and/or via the mobile phone, whatever you do, don’t ask consumers what they think.

Karen Webster, CEO of Market Platform Dynamics and author behind that post, then clarified what she meant:

Better to watch what they do instead.

In a recent follow-up post on NewsCred, Steve Olenski (who usually writes for Forbes) elaborated on the impact of this by asking Chris Riley, GearHeads CEO, about the importance of customer feedback and putting it into action:

I don’t think any CEO should ever be too busy for customers or readers of a given brand’s content. Maybe I spend more time on it than others but I believe very strongly that time should be dedicated to being hands-on with your customers and readers.

Read the full interview here.

Publishing a thought-leadership piece on LinkedIn

Cheryl Conner shares her top five secret tips for making it on LinkedIn. Some are basic (but need permanently to be kept in mind) like thinking about your audience but other tips are practical solutions to conundrums. For example, how will posting duplicate content affect your reach?

If you write a blog post on your site, a search on your name or on that topic will point viewers to your site as the source. That’s very cool if this is your primary hope and the location you use for nurturing and closing new business. But suppose you post your article on LinkedIn or on a national publication instead and then re-post it (properly cited of course), on your site? A year ago, it was standard practice, Rowe notes, but thanks to the newest Google changes, this is not a good plan anymore.

Have a read of the blog.

Christmas is coming

Does this year call for a different marketing strategy to last year? Think With Google released a few tips for holiday shopping trends in 2015 – some of which are proving accurate already.

Shopping will happen in moments, not marathons, this holiday season. Rather than relying on daylong trips to the mall or camping out overnight during Black Friday, shoppers will be turning to their mobile phones in hundreds of micro-moments, every day, all season long.

There’s a nice slide on Social Times showing how you should best use your brand’s Facebook page during the holidays. And the advice works all way round too. (And have a look at Facebook’s new live-streaming function.)

John Lewis (and its creepy ad) got the ultimate UGC takedown by the discount aggregator My Voucher Codes.

But the company redeemed itself with this stunt directed at the poor American man who happens to share its name:

2016 is only a month away…

And we’re already starting to talk about 2016. So what can we predict for CMOs and CEOs in 2016? Lots of interesting thoughts in this NewsCred article including something we’ll be exploring in the new year:

The brands that thrive in 2016 will be those that excel at capturing customers’ attention and trust by delivering the right content, in the right dose, at the right moment, informed by the right data.

Percolate also listed its trends for marketing in 2016. Lots of predictable predictions (video and mobile are increasingly important while ad-blocking will remain a challenge) but there are some nice infographics.

The truth behind stock photos

Yes, according to stock photos, millennials love bowties, tattoos and selfies. Natch. Contently listed the five things stock photos apparently reveal about millennials. If you want some real insight about millennials, have a look at the research we helped with on the car industry.

While you’re at it, check out the Vice article on the weird and surreal world which lies behind the picture-perfect stock photo.

And have a laugh at Buzzfeed’s 60 completely unusable stock photos.

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Millennials, Christmas time and the apocalypse