Ready, Set...Respond! [Ep 2: Five Stars, Highly Suspect]
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In the second episode of our brand new monthly education series: Ready, Set...Respond!, Founder of The Transparency Company, Curtis Boyd, and Carla Alicea discuss deceptive review practices and how his company uses 150 different metrics, including: AI, duplicate content, behavior metrics, category diversity, and more, to detect fake revies. Learn why they are harmful to consumers and how you can recognize, flag, and/or report them to help mitigate these deceptive review practices and help consumers make better spending decisions.
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Ready, Set...Respond! [Ep 2: Five Stars, Highly Suspect]
- 5. As a consumer, how much do you trust the reviews you've read over the last few months? ⓘ Start presenting to display the poll results on this slide.
- 6. How often do you feel pressure from superiors to offer incentives to generate reviews? ⓘ Start presenting to display the poll results on this slide.
- 7. Have you ever been asked by a supervisor to write or post a fake review? ⓘ Start presenting to display the poll results on this slide.
- 15. In 2019, Amazon sued several sellers for using fake reviews. ⓘ Start presenting to display the poll results on this slide.
- 16. In February 2023, a merchant consultant was sentenced to 5 months in prison for review fraud. ⓘ Start presenting to display the poll results on this slide.
Editor's Notes
- From SatisFacts and ApartmentRatings, this is READY, SET, Respond! Welcome: Topic Intro 4 min Multiple choice: Test Your Knowledge 4 min Guest Speaker: That's My Job 16 min Multiple choice: Fact or Fiction 3 min Content Creation: Get Social With Us 2 min Closing: Join us next month/Topic Intro 1 min Hey there! Thank you so much for joining the conversation on Ready Set Respond.
- I'm your host, Carla Alicea, Director of Client Performance with Apartment Ratings and SatisFacts. I’m so grateful to be here with you today and every month as we discuss topics impacting multifamily operations. These conversations are designed to have a little something for everyone. I hope you and your colleagues will join me every month, participate in our audience polls, AND continue the conversation after the program with our social challenge. .30
- At the end of this program, head over to the SatisFacts page on LinkedIn, Facebook or Instagram, where you’ll find a post where you can add comment and share YOUR biggest takeaway from today’s conversation for a chance to win a $50 gift card!
- We have a great program for you today. It’s March, and the NCAA March madness basketball tournaments are in full swing. That’s why today we’re going to talk about how to STOP the madness and avoid deceptive review generation practices. Coming up, that’s my job guest… Curtis Boyd, Founder of Objection Co and more recently, The Transparency Company. Curtis learned early in his career journey that fake reviews are a huge problem for both businesses and consumers so his team has built detection tools that use data analysis to predict the legitimacy of reviewer profiles and review content. 1.30
- Right now, its time to respond to our fist audience poll. How much do you trust the online reviews you've read over the last few months? As we'll hear from our guest, over the last twenty years or so, consumers have grown accustomed to relying on online reviews, while at the same time, fraudulent reviews have actually been increasing exponentially. 5.00
- Next poll. How often do you feel pressure to offer incentives to generate reviews? Daily, weekly, monthly, quarterly or never. It's important to remember that incentivizing residents to leave reviews is a violation of FTC guidelines. Whether or not you get reported, it's a sure way to tank your trustworthiness amongst your residents, your prospects and your employees. Incentives include discounts and freebies to entries into contests. While incentives may encourage more reviews, they ultimately lead to biased reviews and misalignment of renter expectations. 3.00
- Last poll. Have you ever been asked to write or post a fake review? Yes or No Always avoid creating fake reviews or paying others to do so. Fake reviews can deceive potential customers and harm the company's reputation when discovered. Not only is this unethical, but it can also lead to legal consequences. 4.00
- I think this is a good time to introduce our guest, Curtis Boyd! Curtis, thank you for joining the conversation! You have a fascinating origin story. Can you tell our audience, how did a nursing student end up the founder of a successful Fraud Detection and Protection agency. (CURTIS: Insert taking points…) You said in an online write-up that fake reviews don't just impact your customers, but they affect consumers and the whole marketplace. What do you mean by that? 8.00
- (CURTIS: Insert talking point…Expectation Alignment. Real reviews align customer expectations with reality.) I’ve always said when dealing with our residents and prospects its better to under promise and over deliver but fake and biased reviews are pretty much doing the opposite. They over promise and reality then under delivers. Is that why you started The Transparency Company, to help consumers and business detect fake reviews? 11.00
- (CURTIS: Insert talking points…Transparency Reports: Government contracts with attorney generals make up 80% of our revenue. Our Transparency Reports include four kinds of fake review data that hold up in court. hijacked content, anonymous reviews, review pods., distance matrix analysis. So how can a consumer or a company interested in learning about the legitimacy of online reviews access a transparency report? (CURTIS: Insert talking points…) In another online write-up on product hunt dot com, you mention that careers in Black Hat Reputation Management are rampant in other countries where there are little to no laws to prevent it and that there's a HUGE demand for it coming from the US. What is Black Hat Reputation Management, and why is the demand so huge in the States? 14.00
- (CURTIS: Insert talking point…In 2021 95M fake reviews were removed from Google Business listings alone.) We started the program with a few polls about review generation tactics which we know are being used to increase review count and star ratings, These include incentives for reviews, or posting fake reviews, but we also see a lot of review gating applications in play and review suppression, not just in our industry but I imagen this is rampant in a lot of industries. So in your opinion, what review generation tactic should companies absolutely avoid the most? 17.00
- (Curtis: Insert talking points… Stop marketing and be remarkable.) What steps can a business take if they suspect a competitor is falsifying their online reviews? 20.00
- (Curtis: Insert talking points…Report suspected fraud to the FTC at https://reportfraud.ftc.gov/) Such great information, Curtis. Thank you for sharing and on that note… 23.00
- Curtis, It’s time for you to play the game in which you must try to tell fact from fiction. I’m going read you two quick stories about fake online reviews and their consequences and you need to tell me if the story is true or if I it made up. Are you ready?
- In 2019, Amazon sued several sellers for using fake reviews to boost their products' ratings. Amazon has also taken legal action against websites that sell fake reviews and against individuals who offer to write fake reviews in exchange for payment. 26.00
- In February 2023, a merchant consultant was sentenced to 5 months in prison for taking part in a global scheme in which he bribed employees of a technology platform to remove negative online reviews on his clients' products and reinstate suspended accounts, among other illegal activities. False. He was actually sentenced to 20 months in prison and forced to pay a fine of $200,000 dollars. 27.00
- Curtis, thank you for playing along and being our guest today on ready, set, respond. Right now audience, its time to continue the conversation online. Head over to LinkedIn, Instagram or Facebook and tell us your biggest takeaway from todays conversation about fraudulent online reviews. All entrees are due by 5 pm pacific tonight for a change to win a $50 gift card. Make sure to tag SatisFacts or SatisFacts Education and include the hashtag ready set respond. Are judges are standing by. 29.00
- Also don’t forget to register for our next conversation. Go to SatisFacts dot com forward slash webinars. April 20th is Earth day! So we’re going to take a dumpster dive into the state of recycling and waste management programs. What’s working and what more can be done. All good things must come to an end and we’ve reached the end of our program. Please consider completing the closing survey and thank you for joining the conversation. I’m Carla Alicea. We’ll see you next time. 29.00