Online Reviews Aren’t Always What You Think They Are

Retail giant Amazon is threatening to sue people who provide fake online reviews for money (apparently that's a thing). If it's a big enough problem for them to sue, then it's a big enough problem for you to look into.

These days online reviews can shape a business or products profile and may keep people from trying it all together. They can also be used to pump up an image falsely.  According to this USA Today article, YELP itself admits that 25% of all of the reviews submitted are fake. The brand is now also suing the makers of South Park after what they consider an unfair portrayal on the show.

I think that's just the beginning of mess that is created when these type of reviews go unchecked.  I pride myself on my business and found this out myself.  One month before my bar ever opened, someone gave it two stars because "it's probably going to be nonsmoking".  Seriously. How is that fair? The haven't experienced the service, the product, the people or the place, they just were suspicious that it was going to be non-smoking (it is, but since when is that a valid reason to downgrade someone?). The problem with this is, it brings down the average and I think a lot of people don't look any further than that.

So when you read these online reviews, look at the stars or recommendations, keep in mind that there may be a ton of factors at play. Even better, submit reviews when you can to balance out those people who either have an ax to grind or may even be being paid to promote the business.