That there are fake reviews is nothing new. Garner estimates that by 2014 15% of reviews online will be fake. The fake reviews are both negative and positive. The real problem is that customers see companies taking some action?FaceBook recently began removing fake accounts that were used to boost or burden brands? reputations?and think that reviews are legitimate and sincere.
The social media needs to do two things with this growing trend. The first action is to remain vigilant monitoring the reputations of clients. This means negative and positive reviews alike. Customers will tend to think something is amiss if there are only positive reviews. Reviews need to be legitimate. The social media agency also needs be careful with promotions offered in return for ?like?s or other endorsements. If the bargain offered is too good, then customers might think the positive reviews are fraudulent, even if they are not.
The second action the social media agency can take is to spread the word about the growing numbers of fake reviews. A customer might not put much stock in the endorsement of a stranger, but the social media agency has an ability to reach that person?s actual friends. If the customer knows the person offering the endorsement, then it will carry more weight than an anonymous reviewer?s opinion. The social media agency via FaceBook and/or some other social network is in a unique place to reach out to those friends for endorsements.
Tags: advertising, Business Social Networking, consumer reviews, Digital Marketing
Source: http://socialharbor.com/blog/fake-reviews-on-the-internet-becoming-a-problem/
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