Here's Why You Shouldn't Incentivize Reviews

User Generated Content (UGC) is all the rage so it stands to reason that you would want to secure as many reviews and testimonials as you can; you just need to go about it the right way.

The #1 reason you shouldn't incentivize reviews is because: IT'S AGAINST THE RULES. I know what you're thinking: jaywalking and speeding are also against the rules and yet people engage in these rule breaking activities all the time. You're not wrong. However, Google is a huge player in the game of marketing and getting exposure for your business. What are the chances of getting caught? I don't have no clue. I have read however about people who have been put in Google Review jail and it's not pretty. (This article caught my eye last year.) Even though the lines seem gray when you look up Google's or Facebook's policies, they're not gray when it comes to the Federal Trade Commission (FTC) who is bringing its first case against a business for fake paid reviews. Social media platforms defer to the FTC in an effort to cover their backsides and who can blame them.

Also to note is Google's and other platforms updated policies in terms of "Review Gating." (This not at all related to #deflategate in case you were wondering.) Some reputation management companies have software that allows a business to do a "sentiment check" before providing consumers with the links to create an online review. If you indicate on the landing page that your experience is a positive one, you are sent to page to create your review. If your experience is negative, you are sent to customer service and your review never sees the light of day. Hmmmmmmmm, that doesn't seem quite right.

"We have such genius in the marketing world. Let's use our powers for good." -Sharon Kunkel (potential author and talk show host wannabe.)

Creating an environment where people are paid for reviews deceives the consumer, plain and simple. Even if your experience was positive, you might feel the need to inflate it because of that cool gift card you received.

Let's focus on what you can and quite honestly should be doing:

• Have a reputation system in place for your business and consistently use it.

• Monitor your social media platforms and respond in a timely manner to both positive and negative reviews

• Remember, as we mentioned in our last blog-- over 60% of consumers would actually use a company that responded quickly to a negative review with an offer of making things right.

If you offer a service, sell anything, or present to anyone, feedback is crucial. In the land of marketing and media, where people are more apt to listen to their peers than any visually engaging message we can create, it's important to understand what your consumer's are experiencing and whether or not they are chirping favorably about your business.

Overwhelmed? Fear not. We're ready to help. Contact us today and let's give them something to chirp about!