Nearly 82% of users have experienced a fake review in the last year.
In the last year alone there has been a 63.3% increase in the percentage of consumers who visit Google for reviews, lifting that number to 81%. The importance of business reviews cannot be overstated and should not be overlooked.
While 93% of users say online reviews impact their buying decisions, sadly, 82% of them have read a fake review in the last year.
Those are substantial numbers, but hopefully there is some relief in sight. In this article, Search Engine Journal reports that Google is cracking down on fabricated reviews and business listings.
As this effort progresses, here is a brief reminder of some best practices pertaining to reputation management.
- Monitor reviews and respond promptly. Whether positive or negative, 55% say that if a business owner responds to a review, that being any or all reviews, they feel positive about the business. It’s easy to see why. Responses show that they care.
- Embrace positive reviews: engage with them, re-post them, use them as testimonials in social media and on websites. More importantly, thank the user.
- Respond to complaints in a non-defensive but empathetic manner.
- Call out your differentiators and the good things about your business whenever possible: “Customer service is important to us…”
- Be authentic and personal in the response but do not repeat negative language.
- If possible, make the resolution to an issue known.
- If the complaint requires a refund or compensation, or is personal in nature, take (and show that you are taking) the discussion off-line. “We are anxious to resolve this matter. Please DM us and we will promptly follow-up with you directly. “
- Finally, when you see an invalid Google review or business listing, report it. Google has a system in place for just that.
Reviews, good or bad, can be a source of valuable information about how your company services its clients and its overall perception. Make sure they are managed to live up to their potential.
Source: Bright Local
