Comments are one of the causes that can push a consumer or do not with a product or service. Customers rely heavily on online reviews (8 out of 10 do, according to a study) and take hold of what other people thought before to make their purchasing decisions. For brands, the comments have become a field in which many things are settled, often cannot do anything to improve their position.
Most business by companies is to accept the criticism, learn from them and solve the problems posed to them. The world of comments is dangerous, especially if the marks are released for the jugular of those who do not love their products. The latest example is that of a French blogger, one of those scandals summer internet, which was sued and ordered to pay thousands of dollars for a negative review of a restaurant.
Turn the other cheek is not always easy for companies, especially when they suffer an avalanche of bad reviews or when they suspect that those behind the bad reviews are your competitors. But do not despair: the users themselves have developed formulas control and know what to look for to know if an online comment is actually reliable.
One of the major labels guarantee that we are facing something real and to an opinion that is not paid or by the brand nor for their competitors is to meet the real-name consumer leaving that comment, and the possibility of author have more information or reputation within the website. And although advertising has made us suspicious of messages people by name (like those dentists who advertise miraculous pastes or those plumbers who teach badly injured bowels of washing machines), the amateur makes tone are under suspicion.
When the name is accompanied by a social presence (as in the comments are made via the log in Facebook), trust is even greater because the consumer assumes that whoever says to his friends really something will not lie about it.
A more or less balanced view
Internet developed, thanks to the continued use of the network and over the years, certain control mechanisms to determine if what they are seeing is real or not. And no, not everything is on the internet is true. For information, consumers compared between each other sites. In the case of the comments that users leave the network, Internet users apply a certain scale.
Overly negative comments and almost too positive are automatically included in the list of suspects. What balance is what has a greater chance of being real and represent what has been the experience of using the product.
Some online stores include a criterion that lets you know that the person who made the comment can really talk about what they’re reviewing. It is a hallmark of purchase, so to speak, is what Amazon verified purchase . Next to the name that signs the comment (either a real name or a pseudonym) is included this little brand that gives legitimacy to the commentator.
Thus, the buyer does not know who speaks only tested the product but also eliminates the suspicions it is simply a comment for or against it. Following the example of Amazon, it is a scale used by many readers who acquire self-published books. An avalanche of positive feedback from people who have not bought the book no longer suspects and carry potential buyers to think, directly, that it is a favor from friends and family.
As power know that this commentator has actually tested the product via warranty seal, personal details add a layer of truth to opinion. The more you tell the netizen about their experience, the more real it seems and therefore more reliable results.
Some pages encourage such comments, because they assume much more valuable content. Take for example what happens with pages of comments Booking. The hotel booking site allows anonymous comments, but do not bear signs incorporate many details that confirm them as real. We know where these commentators are or what kind of travelers have been. In fact, the site user can filter reviews by type of traveler (solo, family, business?) To fit your own personality.
Volume of comments and position among them
But not only the personal information, the actual name or work balance when determining whether an online comment is reliable or not for the consumer. The user also has the number of comments you get that product and service and the position that the comment in question is between them into account. A place or a product that has gotten many comments online get – automatically – not trust users over each of them. That is, if a lot of that talk (and also if many say the same), will have to be real.
A page that many comments are left is also more reliable than that gets rather few. Just think on Trip Advisor which has become the guru of good and bad of travel for many consumers. How did he do? Having many different commentators has given the site legitimacy.
The high volume of comments makes the information is valued, although not all opinions will be taken into account equally. The position of that particular comment to be analyzed against the total will also be important.
Other consumers will be those who belie
And when many comments are generated, the debate is generated. Commentators said read what previous users and refute those views that do not conform to reality. A comment that someone may have been discussed anyway right. An experience can be different for two different people. One that gets a long list of comments refuting his opinion will be quickly discarded by the Internet, which quickly assume that’s not right.