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Deja vu, eh Yago? We discussed this at length in Nov of 2011: http://forum.dealerrefresh.com/f43/dealers-flooding-review-sites-fake-user-reviews-1879-5.html



Why would anybody use other review sites and not build their own? Who would have control now?


The really easy answer is that they know that the consumer would view their "review" site, the one that they have 100% control over the content, as nothing more than marketing making the effort useless. The consumer hears enough of "what you have to say about you" in your radio, TV and display ads. The reason that reviews from a 3rd party are powerful is because they focus on "what others have to say about you." Sorry, I'm going to take a shot at some folks here, but do you think for a minute the customer doesn't know who owns the www.ilovexyzdealer domains? I'd be really clear that those are a highlight reel of sorts if leveraging them to win an appointment.


Yago and I kicked this around pre Sept 2013 when the concept of Astroturfing took center stage in the national headlines due to the state of NY's punitive legal action against 13 businesses. How much more aware, and frankly on guard against exactly this, is the consumer now to marketing posing as reviews?


PS. I'm ALWAYS right! For proof I offer this website featuring my testimonials that say so ;) http://ryanleslie-hesalwaysright.yolasite.com/


(Editing Note: I know we have a lot of newer folks and lurkers on the forum that may not know that Yago and I have had some spirited conversations over the last 4 years on this topic. We don't always agree, but we can laugh about it when we see each other. The "website" is an extension of that and the joke may fall really flat without the back-story. If you're lurking, JUMP IN! There are a lot of genuinely good folks that frequent this forum. You don't have to agree with any of them to enjoy the conversation.)