Hotels and restaurants who write their own reviews are to be named and shamed as review platforms launch new initiatives to rid their sites of fake reviews, according to MD at online reputation management consultancy, GotJuice.co.uk, Mark Hall.
Reviews and referrals count for an average of 70 per cent of a company’s new business with many now being made and found online.
“Until recently it has been made easy for opportunist business owners to enhance their company’s online reputation by simply writing fake positive reviews and asking friends and family to do likewise without any repercussion,” says Hall. “This was seen as an easy route to not only enhance their own reputation but also, for some, as a way to harm their competitors by posting fake negative reviews about them. That ride is over now and these businesses are to be named and shamed by major review sites and have their profile marked for all to see.”
Hall says Yelp are the first to roll out new technology to rid their site of fake reviews with Tripadvisor and other major review platforms expected to follow suit.
“Review sites such as Yelp, Qype and Tripadvisor can be brilliant platforms to help consumers with purchase decisions. By crowd sourcing public opinions you can build up a realistic view on whether you want to use the company or not. This only works if the reviewers are honest and objective. Any business that writes its own glowing reviews or pays people to do this undermines the credibility of these sites and pulls the wool over the eyes of potential customers,” Hall says.
Detection methods include an algorithm that is capable of detecting fake or deceptive reviews, while profiles will be flagged if they are not completed in full or if multiple reviews are submitted or have been submitted from the same IP address.
Do you have a news story for CN? Email: zvernor@mashmedia.net
