Pluck Corporation, a subsidiary of Demand Media and the industry-leading provider of social media capabilities to publishers, brands and retailers, today announced that Which?, the leading independent consumer champion in the UK with more than 700,000 members, has selected Pluck’s SiteLife platform to power social media interactions on its website. Founded more than 50 years ago, Which? offers independent advice on a variety of topics and also empowers members to review products themselves. The company chose Pluck’s SiteLife to enhance its existing reviews process, further engaging members in this very important part of Which?’s online presence.

“Which? has always prided itself on being a trusted place that consumers can turn to for expert advice and reviews. We are passionate about consumer rights, and our users share that passion,” said Steve Pitman, Head of Online, Which?. “We looked at several options for our social media needs and, with Pluck’s help, have created the means for our members to interact with which.co.uk and share their knowledge.”

Using Pluck’s SiteLife platform, members who visit the Which? site can add their own personalized reviews of almost any product ranging from Cameras and Camcorders to Gardening to Washing Machines. Which? implemented Customer Views in January 2009, launching an invitation-only beta to members who quickly responded with their views. More than 250,000 members now have access to the new offerings on the site, and Which? is building an interactive online community that provides extremely valuable feedback and insight.

“Studies show - and our customers confirm - that consumers are influenced by the advice and experience of other consumers when making purchasing decisions,” said Steve Semelsberger, senior vice president and general manager of Pluck, a division of Demand Media. “As one of the largest consumer champions, Which? recognizes this fact and has chosen to provide a state-of-the-art platform that encourages feedback, interaction and engagement. Given that Which?’s online membership is increasing at a rapid clip, it’s clear that their members are responding to the new social experience in a very positive way.”

Pluck SiteLife offers comprehensive social media capabilities and is broadly deployed on more than 350 leading digital destinations. Pluck capabilities are seamlessly integrated via easy-to-deploy widgets and a robust set of platform-level APIs that allow site publishers to tailor social media experiences to the needs of their distinct audiences.