TurboTax, the tax preparation software from Intuit Inc., launched “Friends Like You” today, which is “a new software recommendation service that lets users access reviews from their friends or people with similar tax situations,” reports our sibling site Social Times. The new campaign plays big with Twitter and Facebook, allowing customers to share thoughts on the product and questions with people in their social graph.
“We know the most influential part of decision making comes from people you trust and others like them for product recommendations,” Seth Greenberg, director of media and digital marketing for TurboTax told Social Times.
This is somewhat counter to recent data from Edelman’s annual Trust Barometer, which stated, “Trust in information from friends and peers, ‘people like me,’ dropped by 20 points, from 47 to 27 percent,” over the past year. However, that is just one study, and we’d be surprised if overall people didn’t trust their friends and family more than advertisements and media reports.
Like any other brand opening itself up via social media, TurboTax has to take the good with the bad. The first post on the site reads as of this morning read, “Shame on TurboTax for their lack of transparency. They announce e-file is free but that is not exactly true. You don’t find out that e-file is “included” in the price until you have finished your return.” The site today includes a mix of both positive and negative comments.
Adweek‘s Brian Morrissey looks into the TurboTax campaign today, as well as a rival campaign from competitor H&R Block.