False Reviews
With the internet and social media ever so present in our lives today, online reviews have become fundamental to consumers. The problem? What you read is not always true. Like most items found on the internet, there’s usually very little factual truth backing up claims.
“I saw it on the internet so it must be true…”
Popular Avenues
Most consumers have taken to sites like yelp.com, angieslist.com, kudzu.com and a myriad of others before doing business. In the last year, social media players Facebook and Google+ have joined the review bandwagon.
- Yelp
- Angie’s List
- Kudzu
- Facebook
- Google+
- BBB
Reading Reviews Makes Sense
Testimonials and reviews have always been a good picture of a company’s quality and service. With the internet age and anonymity, it’s easy to post anything anywhere. The truth isn’t required. Most sites do little to authenticate the review and who’s posting it.
“Joe’s garage could be writing their own positive reviews or even negative reviews about another garage across the street.”
It could be a competitor or even the company itself writing the review. What better way to damage the reputation of a rival business. Worst of all businesses have known this for a while now. The review warfare started. However, all is not lost.
Making Sense of It All
You can still use reviews but you have to take a lot of it with a grain a salt. There are reputable sites and institutions where in all likelihood the review is true.
BBB
The BBB, Better Business Bureau, is and has always been a great place to check a company. They focus more on complaints and there are processes in place making sure it is based on fact.
Google+
Google+ has authentication in place. However, it is reactive. Once a review has been posted, they will take several measures over an extended period to detect the validity. Any information found to be false or unverifiable is removed.
As for other sites, you must master the art of reading reviews. Read the review and ask yourself:
- Does it sound like something a consumer would write?
- Are there a lot of technical terms a consumer usually wouldn't know?
- Does it seem too perfect?
- Is every single review 5 out of 5 stars?
What company hasn’t had one unsatisfied customer?
What Should You Do?
You should always ask a company for referrals. This way you know you are talking to an actual customer and getting a true reflection of the company. You should still read reviews. Just pay close attention to the source and what’s being said. Always check the BBB.
