{"id":117104,"date":"2014-12-10T15:17:00","date_gmt":"2014-12-10T20:17:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/dont-let-rating-and-review-tampering-tarnish-your-brand-or-empty-your-pocketbook\/"},"modified":"2024-12-19T16:40:06","modified_gmt":"2024-12-19T21:40:06","slug":"dont-let-rating-and-review-tampering-tarnish-your-brand-or-empty-your-pocketbook","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/local-search\/dont-let-rating-and-review-tampering-tarnish-your-brand-or-empty-your-pocketbook\/","title":{"rendered":"Don\u2019t Let Rating and Review Tampering Tarnish Your Brand (or, Empty Your Pocketbook!)"},"content":{"rendered":"

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In the age of digital advertising<\/a>, citizen journalism and social engagement, brand integrity, reputation and storytelling are largely defined by the consumers who admire (or despise) them.
\nWith authenticity a fundamental concern for any brand, successfully managing brand reputation, winning fans and fostering loyalty amongst consumers takes a steady hand and a strong ethical compass.
\nRatings and review sites add a new challenge (read: opportunity) to the plates of brand and community managers. Sadly, online bots that have tormented SEM and Google ranking results have cousins \u2013 astroturfers (astroturfing<\/a>)\u2026<\/p>\n

Recently, Susan Krashinsky of Canada\u2019s Globe & Mail<\/a> reported that Canada\u2019s Competition Bureau is looking into the practice of \u201castroturfing\u201d \u2013 acknowledging consumer complaints and exercising diligence in vetting activity that threatens the Competition Act.
\nThe ramifications are twofold. Posting reviews under false pretense erodes consumer confidence and tarnishes brand credibility. After all, if a brand endorses less than truthful reviews, consumers are naturally led to ask “What\u2019s squeaking by on the production line?” If consumer trust and brand credibility aren\u2019t enough to keep brands on course, it may be the criminal punishment that scares them straight \u2013 individuals can face fines of up to $200,000 and\/or jail time (of up to 14 years!), and offending corporations could face penalties of $10 million for a first offense.
\nThe penalties may seem steep; however, one needs to keep in mind that online reviews are a driving influence in consumer decision making that can make or break businesses and in many cases impact world markets.<\/p>\n

In her article, Susan references a helpful consumer bulletin <\/a>posted by the Bureau to help individuals assess reviews, but the question still remains: “What are brand marketers to do?<\/strong><\/em>”
\nWhile sound arguments can be made for and against the credibility of posts made by (often) anonymous reviewers, the research is clear: ratings and reviews influence purchase decisions*. Marketers would be wise to seize the opportunity for transparent engagement.<\/p>\n

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