Fake reviews, even if positive, must be removed.
When looking to boost marketing efforts by leveraging customer reviews, companies must ensure that the reviews being sourced are real, tangible and non-incentivised. Even if some of the reviews a brand collects are negative, they must as many useful ones as possible.
It is important to seek reviews from the customers that are actually using a product. The author recommends responding publicly to negative reviews before offering a solution through direct messaging.
Businesses must also weed out fake reviews, even if they are positive, to retain their reputation of an ethical and transparent brand. When dealing with a high volume of reviews, companies could automate analytics.
[4 minute read]