Reputation management service launched to tackle fake online reviews
By Editor?Posted on September 10,12If you use online shopping and e-commerce sites, then you have almost certainly seen the 
curious situation of a really bad review popping up in a cluster of otherwise mixed and even positive reviews. Welcome to the world of fake reviews.
According to Mark Hall, managing director of a new online reputation management service ? Got Juice, which is designed to assist companies wanting to remove fake or unjust reviews on the Web ? many firms lose out on new sales due to fake or unjust reviews.
Around 10pc of reviews on some review sites, he claims, are fake, even though a single bad review can ruin the chances of gaining new customers and create a long standing, horrible word of mouth campaign offline.
The Internet, he explained, is part of everyday life and the first port of call for consumers looking for a business such as a hotel, restaurant, solicitor, hairdresser or tradesman.
85pc of consumers, he says, search for reviews and recommendations online before making a purchase.
?Although the UK defamation law is in place to protect businesses and individuals from unjust mentions online, this law is difficult to enforce, as the vast majority of review sites are based overseas and do not acknowledge the UK law,? he said.
?If your business receives a negative review or mention it is very important to respond to the customer online, always remain calm and do not take it personally. A good response would be to offer an apology and a invitation to discuss things in more detail,? he added.
An example of such as an email, he advises, is:
Thanks for alerting us to this. We work very hard to offer good (food/product/service) and a friendly service, I was sorry to hear on this occasion we didn?t meet your expectations. If you would like to contact me directly then please call xxxxxxx and ask for xxxxxx or email xxxxx@XYZbusinessname.
It may, says Hall, be possible in some cases to remove the negative review or comment, but in many cases this requires professional guidance and management.
?What ever you do, do not argue or defend your business, as this will only lead to more negative comments and an increased chance of the content appearing on the first page of the search engine results pages,? he noted.
Hall concludes that, even if a business has no reviews, that can be equally as harmful as a negative one ? and with over 70pc of new business inquiries coming from reviews, referrals and word of mouth, he says that it has never been as important to have a good online reputation.
SG
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