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Big question and the following is really my opinion only. I'd imagine that some would disagree. I'll try to answer as briefly as possible.Google showed their hand in Dec. of 2012 with a massive rewrite of their TOU and a purge of a lot of "low quality" reviews. This was a signal that they recognized that they were only as reliable to the consumer as their content was valuable. If they failed to enforce standards for collection and that lowered the bar for the kind of content they showed it ultimately impacted their credibility and usefulness to the consumer. It was a poor reflection on Google, not the businesses reviewed. All of the repository sites deal with this issue. It is a delicate balancing act to make it easy for the consumer base to submit content AND hold to standards that make the content valuable to that same consumer base.I've alluded to this phrase in nearly every speaking event I've done in the last 24 months. "5 words and 5 stars won't sell or service cars!" Joe Pistell wrote a great piece here many years ago now called "Star Wars." Uncle Joe not only has rules to be followed, but he's also the Nostradamus of DealerRefresh. The stars don't matter; the STORIES matter. Google, and many dealerships too, have come to realize that star count and score don't have much value in and of themselves. There must be a story to validate a ranking.I think we also need to be cognizant of the consumer's awareness of "astroturfing." Hard to believe it has been a year since Edmunds sued Humankind out of existence, Yelp sued a lawyer for bearing false witness on behalf of themselves, and the state of New York sued 19 companies in a crackdown of fake reviews to the tune of $350k. These very newsworthy events from Sept 2013 have crept into the collective conscience... and yet... according to BrightLocal, 88% of consumers say they trust online review content as much as a personal recommendation for some types of businesses with multiple reviews that they believe to be authentic. That is the battle for sites. They want to preserve authenticity and credibility while making the content easy to access and submit.[ATTACH]2182[/ATTACH]
Big question and the following is really my opinion only. I'd imagine that some would disagree. I'll try to answer as briefly as possible.
Google showed their hand in Dec. of 2012 with a massive rewrite of their TOU and a purge of a lot of "low quality" reviews. This was a signal that they recognized that they were only as reliable to the consumer as their content was valuable. If they failed to enforce standards for collection and that lowered the bar for the kind of content they showed it ultimately impacted their credibility and usefulness to the consumer. It was a poor reflection on Google, not the businesses reviewed. All of the repository sites deal with this issue. It is a delicate balancing act to make it easy for the consumer base to submit content AND hold to standards that make the content valuable to that same consumer base.
I've alluded to this phrase in nearly every speaking event I've done in the last 24 months. "5 words and 5 stars won't sell or service cars!" Joe Pistell wrote a great piece here many years ago now called "Star Wars." Uncle Joe not only has rules to be followed, but he's also the Nostradamus of DealerRefresh. The stars don't matter; the STORIES matter. Google, and many dealerships too, have come to realize that star count and score don't have much value in and of themselves. There must be a story to validate a ranking.
I think we also need to be cognizant of the consumer's awareness of "astroturfing." Hard to believe it has been a year since Edmunds sued Humankind out of existence, Yelp sued a lawyer for bearing false witness on behalf of themselves, and the state of New York sued 19 companies in a crackdown of fake reviews to the tune of $350k. These very newsworthy events from Sept 2013 have crept into the collective conscience... and yet... according to BrightLocal, 88% of consumers say they trust online review content as much as a personal recommendation for some types of businesses with multiple reviews that they believe to be authentic. That is the battle for sites. They want to preserve authenticity and credibility while making the content easy to access and submit.
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