Businesses of all sizes and in all industries must embrace online reviews if they’re not doing so already.
Consumers are regularly crowdsourcing for the scoop on products and services, in particular reading online reviews. According to quarter three data from 2014, Yelp averaged 139 million monthly visitors.
And consumers are increasingly relying upon these reviews. According to Nielsen’s 2012 Global Trust in Advertising survey, featuring responses from more than 28,000 people globally, online consumer reviews are the second most-trusted form of advertising.
But the information contained in online reviews is often not factual or a business’s review page may simply not be representative of actual customer satisfaction – whether overly negative or even inflated positively.
Thus businesses cannot turn a blind eye to online reviews, as these reviews are often quite influential and can impact the success of any business, fair or not.