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Consumers Call for Action on Fake Reviews [Infographic]



With everyone now able to share their opinion on anything, at any time, reviews have become critical to maximizing brand engagement and results.

But that’s also lead to a rise in fake reviews, and brands paying for positive mentions in order to boost their perception online. Fake reviews, however, can also have significant negative impacts, including reduced brand loyalty, damaged reputation and financial penalties in extreme cases.

In fact, increased penalties is what consumers are seeking in cases where fake reviews are used, according to this new report from BazaarVoice, which incorporates responses from over 10k shoppers in the U.S., U.K., France, Germany, and Australia in relation to their review usage.   

Among the key findings:

  • Almost three quarters of global consumers think that the retail industry needs a new set of standards to combat fake reviews
  • Respondents suggested that fines of up 16% of the brand’s revenue​ would be an appropriate punishment for breaches of agreed review standards, which would incorporate the use of fake reviews
  • Fraudulent reviews from a brand’s employees (42%) and from other customers (34%) would cause them to lose trust in a brand

​They’ve included a full overview of their findings in the below infographic. Some key pointers to consider in your own transparency measures.

Fake reviews overview

A version of this post was first published on the Digital Information World blog.



WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats



WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:


Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.

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