The emergence of online reviews has changed the way we choose products and services. But while the opportunity to read about other people’s experiences and thoughts is helpful, online reviews are open to abuse. Fake reviews are a serious problem and it is important to know what to look out for.<\/p>\n
Amazon is taking steps to clamp down on fakers, and #noreceiptnoreview campaign exists to help try to clean up TripAdvisor. Feefo<\/a> is a feedback engine and closed review platform, and company CEO, Andrew Mabbutt knows that fake reviews are a serious problem. He has a number of tips to help consumers spot the fakes.<\/p>\n He also shares some advice about spotting and avoiding fake reviews:<\/p>\n 1 Language<\/strong><\/p>\n Typical reviews are moderate in their tone, whether that’s to praise or be negative. Look for excessive punctuation and overly positive or negative language. Also, be wary if overly specific language is used e.g. industry specific jargon or overuse of key words, for example a specific name of product, model, hotel and restaurant.<\/p>\n 2 Emotion<\/strong><\/p>\n Real reviews will include emotion and talk about the value of the product\/service rather than just talking about the features. Look to see if the reviewer has mentioned how they used the product or service and what impact this has had on their lives and experience. If a review is just about features without any emotion, it\u2019s likely to be bogus.<\/p>\n 3 Platform<\/strong><\/p>\n Check to see if the platform on which you’re reading the review is an open or closed feedback system. Open systems, like TripAdviser and Trust Pilot will allow anyone to review a product or service irrespective of whether that reviewer has made a purchase or even visited the specific destination. Closed feedback systems like Feefo will only allow those who have made a purchase to leave feedback, by inviting them to leave a review via email.<\/p>\n 4 Check the reviewer<\/strong><\/p>\n We all know about serial complainers, but what about fake reviewers? Where you can, cross-reference the reviewer. Have they left more than one review? If they have, check the language used — are the reviews all the same? Are they all negative or positive? If they\u2019ve only left one review, or multiple that all sound similar, be warned.<\/p>\n 5. Examine the review’s language.<\/strong> “A real review is typically more moderate in its praise,” says John Falcone, an executive editor of Cnet.com<\/a>, a technology-review site. Also, watch for a description of the user’s experience: “Authentic reviews provide specific information about how the item performed,” says Michelle Madhok, the founder of SheFinds.com<\/a>, a shopping-advice website. Be wary of reviews with formal product names, model numbers, or tech or marketing jargon.<\/p>\n