Identifying - let alone actually combating - fake online reviews has been a constant source of angst for many business owners and marketers with an online presence. Now, I hate to break it to you guys, but it's only going to get worse before it gets better. That is, at least, according to some new research unveiled by Gartner.
Unfortunately for pretty much all of us, this practice doesn't seem to be going away. In fact, it will likely become more popular. Gartner predicts that by 2014, somewhere between 10 and 15 percent of all online reviews will be paid for by companies seeking to build bigger follower bases, generate video views, get Facebook Likes and, of course, display more positive online reviews. And they're willing to solicit these things by offering coupons or special promotions or, in some cases, just straight cash.
With so many avenues on the 'Net that businesses can use to deceptively control consumers' perception of their brands, it begs the question, "Who can we trust online these days?"
Michael Garrity, Director of Marketing for Francis Lofts & Bunks, is an accomplished writer with a rich background in marketing, communications, and community engagement. With expertise in content creation and management, marketing strategy, digital advertising, SEO, social media management, and proficiency in various tools including Microsoft Office, Adobe InDesign, and Adobe Photoshop, he is well equipped to deliver outstanding results. Holding a BA in English Literature from St. Joseph's College (IN), Michael graduated Summa Cum Laude with a 3.92 GPA, honing his strong communication skills. His diverse experience makes him a valuable asset to any team.