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Arment Dietrich

Yelp Consumer Alerts Filters False Reviews

By: Arment Dietrich | October 24, 2012 | 
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Today’s guest post is by Allen Mireles.

Our digital world is constantly evolving in response to user demand.

New tools and systems are being created and introduced almost daily.

And, almost as quickly as something is put into use, someone figures out how to get around it.

Gaming the system, no matter what the system, is rampant.

An estimated 282 million Americans are using the web in 2012.

Ninety-one percent of the adults online today use social media regularly.

Seventy percent of the adults who use social networks shop online.

And most of them are talking about what they are buying, thinking of buying or have already bought.

Some of them post reviews online. A positive online review can be worth its weight in gold. Leading businesses and marketers to try to figure how to encourage customers to post positive reviews.

Some businesses have offered compensation for good reviews. Some just ask their customers to comment online about their experiences.

This is Where it Gets Interesting

Online user reviews sites are plagued by false reviews. Gartner has predicted that by 2014, 10-15 percent of online reviews will be fake – bought and paid for by businesses hoping to influence prospective customers.

“Marketing, customer service, and IT social media managers looking to use reviews, fans and ‘likes’ to improve their brand’s reputation on social media must beware of the potential negative consequences on corporate reputation and profitability,” says Ed Thompson, vice president and distinguished analyst at Gartner.

Clearly We Have a Problem

Yet, what exactly constitutes a fake review? Aside from the obvious, someone posting a review or comment about something they have not experienced, is a review posted by someone who has been given access to a computer while inside the business considered a fake? Is a review posted by someone who has been given a discount for future purchases considered false? Is asking your customers to post online reviews wrong?

Yelp has just announced its Consumer Alerts initiative, an effort to stem the rising tide of fake online reviews. Yelp uses an automated review filter to identify false reviews and has already called out nine businesses for “shady practices;” i.e. paying for reviews. Yelp has posted its new Consumer Alert warning, edged in bright red, over each of these business profiles.

The text on the alert reads: “We caught someone red-handed trying to buy reviews for this business. We weren’t fooled, but wanted you to know because buying reviews not only hurts consumers, but honest businesses who play by the rules. Check out the evidence here.”

The Consumer Alerts will stay posted on business profiles for 90 days. Ninety days of being labeled a business that engages in “shady practices.” Ninety days of prospective customers seeing the Consumer Alert before any of the reviews. Ninety long days.

Yelp states that its “…automated review filter is working around the clock to flag these types of biased reviews…” Yelp is to be commended for stepping up to govern the quality of the content posted on its site. But what if a company’s reviews get flagged in the automated review filter but are genuine? What if the business has just asked their customer base to comment?

Automated Systems Can Make Mistakes

For a business, the risk of being misidentified as complicit in paying for fake reviews is very real, making engineered “positive word-of-mouth campaigns” potentially dangerous or problematic. Marketing, customer service, and social media managers need to be wary of offering any form of compensation for positive reviews, and be ready to manage negative consequences should they be identified as having tried to game the system.

What Does this Mean Going Forward?

To begin with, each online network has its own terms of service. This includes the user review sites such as Yelp. Read the terms of service. Understand what is allowed and what is not. Be cautious in offering compensation for positive reviews and mentions.

Beyond that, use common sense.

  • Listen to what your customers and prospects are saying about your brand
  • Answer (promptly) in an official capacity
  • Show them that you are willing to engage in conversation online
  • Create a plan of action in case – just in case – something goes wrong

If you embrace both positive and negative mentions, and aren’t afraid to use negative reviews as an opportunity to demonstrate your company’s responsiveness, chances are that you will recover from bad reviews.

What might be be more difficult to recover from though is 90 long days being stamped a shady player, or worse, a cheater.

Allen Mireles is vice president at Arment Dietrich and is based outside of Toledo. She has diverse expertise in healthcare IT, manufacturing, and education. You can follow her on Twitter  at allenmirelesadd her to your circles on G+, link to her on LinkedIn, or friend her on Facebook.

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14 comments
allenmireles
allenmireles

@RTRViews Thanks Rick. What's your take this. Do you see the gray area and the potential problems? I'm fascinated and concerned...

cksyme
cksyme

My experience with Yelp (as an agency that handles online crisis) has been totally frustrating. It's commendable (as you say) to flag clearly bogus reviews. However, how about putting that same warning up when businesses are besieged by an angry online swarm in a crisis? Yeah, they have a filtering mechanism, etc. But, I've approached them with evidence that "real" reviews were bogus and they didn't respond. They have their own agenda. I would like to see a warning that says, "This business has recently experienced an negative online event and some of these reviews may not be genuine. We can't validate everything." That would help people understand that online haters can slip through the cracks and they can do their own research. The new "system" is clearly one-sided. Their template approach to filtering reviews is flawed.

joshchandler
joshchandler

The one flaw of UGC is the inability to filter out content. We create the content and the online recommendation service publishes the reviews and ideas we have.

 

This could be a really important step for Yelp as many in the industry are talking up the idea of services such as Yelp becoming a more direct search engine to use then Google.

KenMueller
KenMueller

Yelp frustrates me to no end. I'll be curious to see how this works, because their regular filter is already a mess. I have a client that has a LOT of good reviews that have been filtered out because supposedly they got too many good reviews in a short period of time. They never paid for them or even asked for them, but they go filtered out. If they can't get their regular algorithm right, I'll be surprised if they get this right.

RTRViews
RTRViews

@allenmireles I have a friend there if you'd like to talk with her I can introduce you.

allenmireles
allenmireles

@RTRViews that would be awesome Rick, thanks

cksyme
cksyme

 @joshchandler I guess it's not specific to them. What I meant was everyone's bottom line is money, so they design their site the way it works for them. Their own agenda doesn't mean anything dark or political, just that they're not some altruistic site where people go to get great unbiased information. All reviews are biased. When they make the subjective decision as to what is bogus, that is an agenda in my book.

KenMueller
KenMueller

 @joshchandler They have about 30+reviews that have been filtered out. My client ended up on the phone with Yelp and got the runaround. Eventually got the sales pitch about paying them some amount of money to work with them to make it better. She gave up.

joshchandler
joshchandler

 @KenMueller I seem to remember reading an article somewhere that said Yelp's sales team were very persistent at upselling!

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