Negative online feedback can severely impact businesses even if undeserved.

Online reviews have become a go-to resource for consumers to evaluate a business before engaging with it directly. However, the realm of online reviews is flawed, and many businesses have suffered as a result.

Aside from issues that have led some restaurant proprietors to protest against platforms like Yelp, online reviews are susceptible to manipulation in various unfair ways. A small business owner in Broken Arrow, Oklahoma, has cautioned other entrepreneurs after receiving what they perceive as “dubious” online feedback that could potentially ruin their business.

Rivals can vent their frustrations by posting negative reviews anonymously. It’s relatively easy for individuals to fabricate reviews, not to mention the bots that can be utilized for the same purpose. The situation has escalated to a point where the Better Business Bureau advises consumers to consider both positive and negative reviews while disregarding anonymous postings. Shannon Spainhour, the Director of Communications for Tulsa BBB, highlights the risks associated with anonymous reviewers, cautioning that they may be bots or paid-for reviews that should be avoided.

In a notable case from 2014, chef Davide Cerretini promoted a unique offer that granted customers a 25% discount on a pizza in exchange for leaving a one-star review on Yelp. The chef’s gesture was a form of protest against what he perceived as Yelp’s exploitative promotional strategies. Many businesses, especially in the food sector, heavily rely on reviews for their continued success. It’s crucial for consumers to understand how different types of media can influence a business’s reputation and to recognize which reviews are unjust and the reasons behind their bias.