We’ve been conditioned to think a great review on the Web is a powerful element in our Online reputation management strategy. There’s good reason for this, since the data proves how much we trust third party reviews. Consider the following:
- According to Nielsen ratings, 72% of people surveyed trust Online reviews
72% is HUGE. That data means more people trust a survey written by a total stranger more than they trust the President of the United States.
So if the data says we trust Online reviews, how could it be that they are meaningless? The reason has to do with an overwhelming number of positive reviews on the Web. People just don’t spout off about places — on the whole — in reviews the same way they do in blog posts.
(I hear some of you screaming, ‘No Way! I tear into crappy restaurants on Yelp! all the time.’ Yes, but consider your overall ratio of crap reviews to positive ones.)
How bad has it gotten?
eBay Drops 5 Star Power Rankings
eBay no longer cares how many positive reviews your store receives. The company shifted to a platform that rewarded sellers with a rating over 4.3 out of 5 stars and downplayed stores with anything lower, but it didn’t work. So now eBay simply watches out for sellers with 1′s and 2′s in their review pile.
Same goes for YouTube. Web video publishers figured out that high rated videos got a bump in the number of times they were served to viewers, and the results are downright comical. Nearly every popular YouTuber begs for ’5 stars’ like their favorite pet will be slaughtered if they come up short.
Result?
4.5 – 5 star videos are far more common than any others, which means the review system is fatally flawed. Remember, the whole point of a review is to act as a guide separating the weak from the strong. Now it’s just a popularity contest. But there’s a way to make reviews better.
Build a Better Strategy
Share intelligent, thoughtful reviews that begin with captivating headlines across multiple Online properties (PitchEngine is a good example). The bottom line is that if you expect to profit from a good review, you need to drive people to it and make it easily readable.
Conversely, if you find a negative review, kill the reviewer with kindness while firmly explaining your position. It’s your opportunity to communicate the message that you care to others who may stumble upon it.
But don’t worry too much…according to the numbers, there aren’t many negative reviews headed your way.
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This is a hot topic for restaurants on review sites. Soothing ruffled feathers by killing them with kindness, online, is just as impressive as getting positive reviews. That a restaurant can publicly make amends for any negative comments (provided they are valid and not fake) goes a long way in trust-building.
That's an excellent point about restaurants!
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