Thursday, October 18, 2012
Will You Trust Blogs and Review Sites in 2014?
you trust blogger recommendations and online reviews? Humans have always depended on the word of mouth
of trusted friends, neighbors, and co-worker. Now most of us not only listen to people we know personally, but also consider
what others tell us online. According to a study from BlogHer, some 61% of women blog readers say that
they have made a purchase based on an online recommendation. Further, a growing number of consumers
wouldn’t think of making a major purchase like a car, or planning a hotel stay or cruise, without first checking some online
10:10 am edt
provides a great source of information, like everything else in life we all need to be alert. It just seems
like there is always someone looking to game the system. According to predictions from Gartner, by 2014
ten to 15 percent of the ratings and reviews we read online will be fake. That is people who have never used the product or
service will be providing glowing reviews and recommendations (or perhaps even generating negative comments about the competition),
not based on their personal experience with the brand, but solely because they are being paid. Gartner
further suggests that over the next two years at least two Fortune
500 brands will face litigation from the Federal Trade Commission (FTC) as the result of such activities.
a number of these cases are documented in the media, we wonder about the longer term impact. Will the public
demand even stricter action by the FTC? Will consumers loose trust in all blogs and review sites? Will some new
option be needed to replace blogs and review sites?
Beginning within the next few
weeks Customer Experience Partners will start asking bloggers to help us build a part of the solution. BlogDog.com
will be a site on which Bloggers clearly and openly disclose: 1) their purpose for blogging, 2) any and all “consideration”
they are receiving from corporations or organizations, and 3) whether such consideration is having influence on the comments
and recommendations they make. Blog-readers will be able to search for their favorite blogs and see the
overall “Trust Level” that has been assigned to the blog and a clear and consistently organized presentation of
as a blogger or a blog-reader, we hope you will make use of BlogDog.com.