By Bob Kobek, RRP, President, 

CustomerCount by Mobius Vendor Partners

There are three major buzzes in the intersecting world of content creation and technology: artificial intelligence, Cyber Security, and Reputation Management.

A lot has been written about AI and its use, including by yours truly, of the need to verify, verify, verify. Be sure to take a hard look at what you might create – there are telltale signs that your content is created by AI – and not you, thereby creating some bit of a credibility perception. 

As with AI, cyber security is one of those, and if asked how much security is enough, your answer should be ‘one more than I have’. There are several levels of intense security protocols, up to and including that of the US Department of Defense CDSE certification, which I will say is one very detailed and sophisticated process. 

This brings us to Reputation Management, the new hot conversation in most industries, particularly in hospitality. We are all aware that consumers will check many rating sites before making a buying decision, including Google, Tripadvisor, Expedia, Book.com, Bing, Yelp, and many others. 

Here is my advice: DO NOT ATTEMPT TO GAME THE SYSTEM.

You will end up doing more harm than good. We are asked regularly if our software can direct survey responders to a positive review based on their answers to a specific survey question. If the response is positive, send them to a specific site. The answer is of course we can. We are a technology company with a robust online feedback management system, meaning we are very flexible. 

Do we push back on that request? Every time.

The FTC defines that as a deceptive practice. “Fake reviews not only waste people’s time and money but also pollute the marketplace and divert business away from honest competitors,” said FTC Chair Lina M. Khan. “By strengthening the FTC’s toolkit to fight deceptive advertising, the final rule will protect Americans from getting cheated, put businesses that unlawfully game the system on notice, and promote markets that are fair, honest, and competitive.” Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials | Federal Trade Commission

How do you manage your reputation? Find the root of the issue and address it. Of course, if you are capturing the voice of the customer through a sophisticated feedback management system, you will spot them. Head the issue off at the pass. Early and often. In our case, we employ an analytics program for our clients that measures the verbatim comments left on review sites and makes recommendations based on the sentiment analysis of turning unstructured data into structured reports. 

Find the core and fix it! Your rating will go up. There are no shortcuts. Unless, of course, you wish to push your luck. 

Also, one area that is very important and becoming more important every day is the accreditation or non-accreditation of your local Better Business Bureau. Consumers look there as much as they look at any review site. 

For more information on our Focused recommendations for reputation management contact [email protected]