What can businesses do about fake reviews?

Managing Fake Reviews: What Can Businesses Do?

The BBC’s Business Daily programme recently tackled the challenging issue of managing online reviews, focusing on the growing threat posed by fake reviews and the significant impact they have on brand reputation. Simon Wadsworth, Managing Partner at Reputation kingdom, joined the discussion, shedding light on why this is such a critical problem and offering advice to businesses on how to handle both fake and real reviews.

The Power of Reviews in Consumer Decision-Making

With the shift toward online shopping, reviews have become a major factor in consumer choices. The programme, aired on Tuesday 19 June 2018, highlighted how essential managing these reviews has become for businesses. Simon explained that customers today place a great deal of trust in peer reviews, and when these reviews are misleading or fake, it can have devastating effects on a brand’s reputation and sales.

Brands Under Siege

Companies, both in the UK and worldwide, are facing attacks from various sources, including competitors, disgruntled ex-employees, and malicious individuals. “By the time companies come to us, they’re often in a crisis,” Simon shared. Fake reviews are disrupting businesses, and the consequences can be severe.

A Review Management Strategy

So, what can businesses do to combat fake reviews? According to Simon, the answer isn’t a “fake review” strategy, but a comprehensive review management strategy. He stresses the importance of collaboration between customer service and marketing teams to address both online and offline issues. Businesses must invest in monitoring tools that help them detect problems and respond quickly.

Simon emphasized the need for companies to take control of online conversations, moving complaints offline whenever possible. “It’s a huge task, but if you care about your brand’s reputation, it’s one you can’t afford to overlook,” he said.

You can listen to Simon Wadsworth’s insights, along with contributions from freelance journalist Oobah Butler and James Kay from TripAdvisor, on how businesses can navigate the world of fake reviews and protect their brand reputation.