Fake Reviews: should I be bothered?

  • Friday, 26th July, 2024
  • 11:40am

TL;DR: yes; yes you should.

Recently, my company fell victim to a disturbing and unethical practice that many businesses might not be aware of: fake reviews and extortion for removal. I received an email from a company called TrustBurn. At first glance, the website looks legitimate, offering reviews and ratings of various businesses, like TrustPilot, Which!, etc. which try to help consumers make informed decisions.

However, looking through the reviews for my company I could see that they were all completely fake. Not only that, but they were also damaging, portraying my business in a negative light without any basis in reality.

So, I know my clients and I know that the reviews are fake; what next? Well, I clicked around the website to find out a bit more information and this is what I turned up:

Screenshot of fake reviews on trustburn.com website

The first thing I noticed was the top card warning me to be careful; see that "Advertisement" in the bottom right?

Hmmm.

I decided to explore the site using the links on the left. 

Overview, Reviews and Users lead to pages that show appropriate information. 

SEO Tools (Beta) opens a new page selling their SEO services.

Messages and Widgets open a page trying to sell you a paid package. At the time of writing there are two packages available: Growth at $99/month and their Professional package at $499/month. What a bargain!

 

The purpose of the email became clear soon enough: they offered to remove these fake reviews for a fee. This is a classic example of online extortion, where a company or individual uses negative content as leverage to extract money from businesses desperate to protect their reputation. The shock of discovering such a blatant and malicious attack on my integrity quickly gave way to anger; and I'm a bit of a terrier when somebody unjustly annoys me.

The Impact of Fake Reviews

Fake reviews are not just an annoyance; they can significantly impact a business. For potential customers, reviews are a critical component of the decision-making process. A slew of negative reviews can deter potential clients, damage a company’s reputation, and result in lost revenue. And it’s not just the immediate financial impact that hurts; the long-term consequences of a tarnished online reputation can severely affect future business. Search engines and review platforms often rank businesses based on the quality and quantity of their reviews, so fake negative reviews can affect your SEO, making it harder for potential customers to find your business through organic search.

 

So what did I do?

First, I gathered all of the evidence I needed, which included screenshots of the fake reviews.

Next I emailed them to the effect that they were hosting fake reviews of my business and that I demanded they take the page down or be faced with legal action.

After that, I wanted to make sure that other businesses wouldn't be impacted by their lies, so I checked online for reviews of TrustBurn and started contacting them with the facts and evidence I had collected.

Finally, I thought I'd have some fun at their expense. Their navigation menu has a "customization" link, where you can change the details of your business. So I did change them:

screenshot of the company edit page

I changed the company name from HarryAdney Internet Services to "TrustBurn is a fake reviews site", updated the phone number to a nonsense one and added a little description in the "About company" section.

Let's see how they like it!

 

Lessons Learned

To be honest, seeing those reviews was a real gut-punch. The fact that they are obviously fake didn't make me feel any better, because anybody coming across that page wouldn't know they were fake.

This experience was a stark reminder of the vulnerabilities businesses face in the digital age. However, it also provided some valuable lessons:

  • Proactive Reputation Management: Businesses must take a proactive approach to manage their online reputation. This means regularly monitoring review sites, social media, and other online platforms for mentions of your business. Immediate response to any issues that arise can prevent small problems from escalating.

  • Choosing Reliable Review Platforms: It’s crucial to encourage customers to leave reviews on reputable and well-regulated platforms like Google Reviews, Facebook, Yelp, and TrustPilot. These platforms have measures in place to identify and remove fake reviews, providing a more accurate reflection of customer experiences.

  • Legal Preparedness: Taking legal action is hopefully a last resort, but being prepared to use it is vital. Businesses should know their rights and the laws regarding defamation, online reviews, and consumer protection.

  • Building a Genuine Relationship with Customers: Building a loyal customer base who can vouch for your service is one of the best defenses against fake reviews. Genuine, positive reviews from satisfied customers can outweigh the impact of false negatives. Encourage happy customers to share their experiences online, and engage with those who leave feedback, whether positive or negative.

 

The Value of a Genuine Review Monitoring Service

For businesses, especially those operating online or in highly competitive industries, a genuine review monitoring service can be invaluable. These services help track what is being said about your business across the web, allowing you to respond promptly to both positive and negative feedback. Here’s how they can benefit your business:

 

  • Early Detection of Issues: By continuously monitoring review platforms and social media, these services can quickly alert you to any negative reviews or fake content. Early detection allows for a swift response, which can mitigate potential damage.

  • Improved Customer Engagement: Engaging with customers who leave reviews—thanking them for positive feedback or addressing their concerns in the case of negative reviews—can improve your business’s reputation. Review monitoring services can streamline this process, ensuring that no customer feedback goes unnoticed.

  • Data and Analytics: These services often provide data and analytics on customer sentiment, review trends, and competitor comparisons. This information is valuable for understanding your market position, identifying areas for improvement, and developing better customer service strategies.

  • Protection Against Fake Reviews: Some review monitoring services include tools to identify and flag fake reviews. They can help you report these to the relevant platforms and work towards having them removed.

 

Conclusion

There are a huge number of online review websites and not all of them can be trusted, as you can see. Navigating the landscape of online reviews can be challenging, especially when dealing with unethical practices like fake reviews and extortion. However, by staying vigilant, engaging with your customers, and using reliable monitoring services, businesses can protect their reputation and continue to build trust with their audience/users/clients. Remember, in the digital age, a proactive approach to managing your online presence isn’t just beneficial—it’s essential.

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