In July I wrote about the dangers of blindly trusting online reviews, especially for high-dollar services like moving companies. That piece told the story of Full Service Van Lines, a moving company that had mostly five-star reviews online but whose owners and operators had a long history of losing or destroying their customers’ stuff and generally taking months to actually ship the damaged goods it delivered. Last week, federal regulators shut the company down.
The Internet is a fantastic resource for researching the reputation of companies with which you may wish to do business. Unfortunately, this same ease-of-use can lull the unwary into falling for marketing scams originally perfected by spammers: Namely, fake reviews and dodgy search engine manipulation techniques that seek to drown out legitimate, negative reviews in a sea of glowing but fake endorsements.