The online review problem is getting worse

September 24, 2023

By Kim Komando

If you’re like me, you scan online reviews before adding that big “something” to a shopping cart … choosing a new plumber or finding a place to get sushi — OK, you get the idea. And you probably are like me: Up to 99% of buyers look up online reviews before purchasing, well, anything.

But here’s the fly in the ratings soup: Reviews have never been less trustworthy. We’re surrounded by brigading (engineering lots of positive posts) and review bombing (engineering lots of negative posts). 

No wonder people who trust digital reviews as much as personal referrals have fallen from 79% in the past couple of years to only 49% this year.

“Kim, I know. It’s a problem.” Then let’s talk about what to do. Keep this list as a handy lil reference when shopping for gifts, big ticket items and destinations … or just figuring out what the heck to trust.

Pics, or it didn’t happen

Snaps of the product, place or results are more challenging to fake than just words on a screen. Scan those photos for time stamps or, better yet, for EXIF data. You might uncover when and where the photo was taken, making sure it’s legit. Apps like Exif Pilot can help you dissect the image info. That’s a pro move!

Unfriend social media reviews

You know social media reviews can be sketchy. So, let’s pivot. Sure, Google Business Profile is solid, but how about crowd-sourced map reviews like those on Waze? Yep, you can get some real insider info on local businesses from customers and road warriors. The BBB is an excellent place to get a review, too.

Negative Nellies need not apply

Don’t get lured into the negativity spiral. Instead, apply the 24-hour rule. Check out a company’s response to recent negative reviews. They’re likely more reliable if they’ve addressed issues in a day. Also, make it a habit to skim through a company’s replies to customer reviews; they can be revealing.

Bypassing big-box bewilderment

Amazon’s a juggernaut, but let’s sidestep it. Did you know smaller online forums like Reddit’s r/BuyItForLife offer stellar recommendations from people who’ve had products for ages? Of course, you can’t beat Consumer Reports. I use this site for every major purchase.

Critics’ corner unplugged

Watch out for review bombing. But don’t just rely on big-name critics; dig into niche blogs and even academic critiques. Ever tried Google Scholar to find in-depth analysis? Trust me, you might see details even the critics miss. I just searched for my name, and dang, I’ve been writing about tech for a long, long time! Yesiree, just an overnight success I am.

Next-level personal referrals: Go beyond the obvious

So, you’re talking to friends and family and maybe even dipping into Facebook Groups and subreddits for advice. Good moves, but let’s get even craftier. 

Ever thought about leaning on LinkedIn — not for job opportunities but for authentic recommendations? If you’re part of specialized online forums or communities — say, an alum network or a hobby-specific group — those are prime grounds for getting in-depth, personalized reviews.