Learn how to mitigate and resolve a variety of online and Google review spam scenarios to protect your company’s reputation.
Spam—the pesky online clutter everyone tries to avoid.
Whether in our emails or on our social feeds, the flashy, attention-seeking content is often met with glossed-over eyes as we have learned to ignore it.
Businesses, on the other hand, are faced with another type of spam that can’t be ignored. Reputation sabotage, also known as online review spam.
As the name implies, online or Google review spam attempts to destroy one of the most valuable assets to any modern business, its online reputation. Whether via bots, spammers or people with ill intent, online review spam can:
Don't let review spam undermine the hard work you've put into building a thriving business. Let’s go over some steps you can take to identify and mitigate a mass spam event.
If you're paying close attention to your reviews on your Google Business Profile and social media pages, spam will be easy to spot. It won’t look like the everyday negative feedback businesses often find helpful. As the negative spam reviews increase, your 5-star rating will start to plummet. Be cognizant of what these complaints are detailing.
Something to think about: Not all bad reviews are spam. Negative reviews are a part of any business. It is best practice to ensure that the complaint in each valid review is addressed as soon as possible. This shows your customer base that you are accountable and willing to improve your services.
If the main trigger of your spam event links back to a negative interaction with a single customer, it is worth trying to take things offline and resolving the issue with them directly. Timing is everything when assisting an unhappy customer. We recommend reaching out via phone or email and offering a solution as soon as the concern is brought to your attention. Online review management services are a growing resource for businesses. Engaging with your customers within a 24-hour time frame can help avoid a spam situation altogether.
Once it’s confirmed that you are dealing with review spam, it's time for you and your team to report each review as an effective form of mitigation. Guidelines and reporting differ from site to site, but if the review falls under their violations, it will likely be deleted. These platforms have listed what their policies are and how to report a review:
The more employees report the review, the more likely it will be taken down. Unfortunately, not all spam reviews are taken down, especially if the content is not fake or malicious. In this case, it’s best to handle the review as a negative review.
Respond professionally, correct any nonfactual information and offer to take the conversation offline. This will help potential customers understand the context of the review, mitigating its effect on your reputation.
Something to think about: Each of these platforms celebrates its customer’s right to free speech and will not get involved with minor disputes. It’s best to only report reviews if they are in clear violation of the site’s policy.
If the review spam reaches across multiple platforms, monitoring will prove difficult. A central feed of reviews controlled by an assigned team makes it easier for you to take control of the situation. (Hint: Widewail provides this solution - request a demo today!)
Something to think about: Widewail always recommends responding to reviews, positive or negative. A bad review won’t tank your business. Potential customers understand that every business has disgruntled clients. By responding to negative reviews, you give potential buyers confidence in your commitment to customer satisfaction. Questions on how to respond to negatives? We’ve got you.
If you’ve identified review spam, the first step should be to reach out offline. Once you’re confident that the reviews are spam, you and your team should report them. Monitor your sites to see if the reviews are removed, and if they aren’t, respond.
By following these steps, you can effectively identify and address spam reviews, protect your business's reputation and work with review platforms to prevent future mass spam events
*This post was updated on 4/15/24 and originally published on 3/4/22.
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