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Identifying and Responding to Fake Reviews

diksha
April 23, 2024
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Online reviews play a major role in shaping the purchasing decisions of the customers. However, cases of fake reviews have increased over some time. Sometimes businesses do this deliberately to increase their sales and goodwill in the marketplace. Wherein sometimes your competitors do so to hamper your reputation in the marketplace.

Researches show that 79% of customers feel that they have read a fake review and 84% of customers say they can’t always spot a fake review. Due to these practices, it has become difficult for customers to trust reviews and businesses.

In such a scenario, businesses must identify honest and fake reviews as reviews in general play a major role in shaping your reputation and establishing trust between you and your customers. In this blog, we’ll explore the impact of fake reviews on business, and how to identify and address inauthentic feedback and reviews.

Rise in fake reviews and its impact on business

There has been a sudden rise in the number of fake reviews on various online platforms. It has caused mistrust in the audience and misled the audience who want an honest review. These reviews are created by angry customers, bots, and competitors. Sometimes businesses use this tactic to increase their ranking.

Other than misleading the audience and breaking their trust, it can affect businesses in a severe manner like spoiling reputation, reducing sales, and even legal consequences.

Importance of reviews

Customer reviews can have both positive and negative impacts on your business. According to a study conducted by BrightLocal states that 87% of customers read online reviews for local businesses.

Some other benefits of online reviews are that they improve click-through rates, convert traffic into leads, increase online visibility, especially on Google, improve SEO, increase brand trust, and increase local visibility.

However, due to the fake reviews, the very authenticity of this review system is threatened. Irrespective of the people who have posted it competitors, angry employees, etc, it can hamper a brand’s reputation and sales.

How to identify fake reviews?

Before identifying the fake reviews let us learn about the different types of reviews, An actual fake or edited positive review to lure customers into making a purchase, these reviews are generally made by the company’s employees or relatives. In another scenario, a positive review can be made by mutually agreeing to each other, wherein customers get a product for free in return for a positive review. Sometimes a negative review is written by your competitors or ex-employees to tarnish your reputation. One more tactic used by the company is to simply remove the negative review and show the positive review.

Now that we have learned about some types of fake reviews, let’s explore some of the ways to identify fake reviews:

Look at the date: If there are many reviews in a short period, then chances are that the reviews are fake. A list of reviews that have different types of reviews from different periods seems more trustworthy.
Check the reviews that use similar language: If the reviews follow a similar language pattern, especially the ones that are of the same period, then chances are that these reviews are fake.
Reviewer profile: Go beyond the review, and check the profile of the reviewer. Does the profile look authentic or fake? Look at the name of the reviewer, does it look real, or a fake profile?
Social media influencers: The FTC guidelines on disclosures compel the influencers to reveal whether they have received the payment to give a positive review or have an association with a brand while promoting it.
Emphasis more on written feedback than stars: It is easy to manipulate the star rating wherein fake written feedback can be detected if we look at some factors.
Negative reviews: No brand or business has all the positive reviews. Check if you find the negative reviews as well. If the list of reviews contains some negative reviews as well then it can assumed that the list is genuine and trustworthy.
Different platforms: Check different online platforms to see the review of the brand or their specific product and service. The wider perspective will give you a better understanding of the brand and its reputation.
Focus on certain words: Some researchers discovered that some words are repeated or overused such as “Me” and “I” etc. They tend to use a lot of verbs as well.
Description of the review: Check the language of the review, is it too good to be true? Does the review only highlight the positives without any negatives or suggestions? Does the review speak of general stuff like price, warranty, etc, and doesn’t explain the specific features or experience with it? All these elements reveal a lot about the authenticity of the reviews.
Customer jacking: Although it is a rare practice, some brands can follow it. In such practices, customers write fake negative reviews about a brand and highlight their competitors about how they have satisfied their needs.
Use of technology: Some latest technologies like machine learning algorithms can be used to detect a pattern in the reviews.

Strategies to combat fake reviews

Here are a few ways in which you can respond to or tackle fake reviews

Reporting mechanism: Many reviewing platforms provide reporting mechanisms for users to flag suspicious or inappropriate reviews.
Legal action: If you know the source of your fake review then you can take legal action against them.
Strong online reputation: Build a positive reputation and encourage genuine reviews from your customers. This measure will protect you from fake negative reviews that are done intentionally to hamper your reputation.
Transparency: Having a transparent relationship with your customers will safeguard from fake negative reviews. Have open and free conversations with your customers discussing their needs and priorities.
Inaccurate reviews: In case someone has posted a review on your website directed towards another brand. Then redirect that review to that brand.
Negative reviews from customers: Don’t delete negative reviews. Deleting negative feedback looks unprofessional. Rather than deleting it, try to fix their queries.
Responding to negative reviews: Respond politely to negative reviews. Address and resolve their problem, try to compensate for their financial loss, and Be empathetic and professional in your dealings. Offer quick solutions and follow up with them once the problem has been resolved.
Google My Business: Google My Business flags fake reviews. However when Google feels that the review doesn’t violate its review guidelines then the best way to limit the negative effects of the review is to politely respond to it. To learn more about Google My Business, check our review management software designed specially for Google My Business and make your brand rank number one.
Review filters/ analysis tools: Use review management software to filter the reviews and block the negative reviews.

Implementing a review management system

To minimize the impact of negative reviews on your business, brands must develop or adopt an effective strategy. This includes regularly monitoring reviews on various platforms, having transparency with customers, responding politely to negative reviews, having review management software, etc.

As we have learned above how reviews also have a major positive impact on our business. We can’t afford to ignore this aspect of marketing. We at Lumia 360 offer digital business solutions such as web designing, digital marketing, and review management software. Our web designing team is well-trained in programming languages and experienced in creating modern web designs.

The digital marketing team is trained in planning and executing digital marketing strategies such as SEO, PPC advertising, Social media strategy, etc. Our Review Management Software optimizes Google My Business and makes your business rank one. We cater to small-scale to large-scale businesses across different fields. To learn about our services email us at info@lumia360.com or