Perhaps, the aggressive drive to a perfect pattern of reviews and online praise has created a few black eyes in the industry recently, including:
- Amazon has decided to file more than 1,000 lawsuits against Fivver individual accounts who have offered fake five-star reviews to Amazon vendors and Amazon hosted online retailers. So, the person “selling” the review is in trouble and not the Amazon vendor who is probably breaking Amazon’s terms of service by buying the reviews for products they sell within the Amazon platform?!
- The New York Attorney General has announced that it has cracked down on bogus customer reviews and has fined 19 companies for posting grand reviews while giving bad reviews to the competition.
- Some companies have a “gag clause” in their customer agreements. Weight loss marketer Roca Labs was recently shut down by the Federal Trade Commission for false claims and for its “gag clause” which threatened retaliation against any customer who bad-mouthed Roca Labs or its products.
Some businesses choose to ignore the entire online review process. Recently, we talked to a prospective client, who not only wanted hire us to delete a negative Yelp review, but they also wanted their entire Yelp profile removed (we explained that businesses can’t delete Yelp profiles; even if a business is marked as closed, the profile remains within Yelp).
Others, however, are purely interested in earning as many positive reviews as possible, but need to take heed and avoid these temptations:
- Never ask customers, relatives or friends for reviews. It’s “OK” to let them know you’re on Yelp or you’re trying to improve your online review profiles, but avoid asking for good reviews.
- Never buy reviews. Online review websites frown upon such practices and may hide your purchased reviews on your profile page (especially when the reviewer’s IP address is from Jacksonville, FL and the review claims your auto repair shop in Denver is the best in town). Yelp will place a consumer warning on your profile letting customers know they suspect many of your reviews were purchased which will quickly cast a cloud of doubt over all of your reviews.
- Never offer discounts or trade services or products for reviews. This leads to poor business practices and things can quickly go sour if someone feels they aren’t getting a fair shake in exchange for the review.
Approach the review process just like you should your business: be honest and ethical. If you receive a negative review, be polite, professional and apologize. Show you care about your business and your customers.