For the most part, it seems that the general public is willing to accept the advice of complete strangers on reviews sites such as TripAdvisor. But can we really trust online postings about products, hotels, restaurants, clubs or even trades such as electricians?
In this episode of The Bottom Line, Evan Davis hears from three guests, who represent online review sites, who discuss the 'make or break' nature these powerful online posts have on businesses and what companies do to conceal a bad review and maximise showing off a good review.
There's also conversation regarding how genuine some of these reviews are and the measures the review sites take in monitoring online postings to ensure there's no foul play.
- Stephen Kaufer, President and CEO, TripAdvisor
- Colleen Curtis, Vice President, European Marketing, Yelp
- Kevin Byrne, Founder and CEO, Checkatrade
This edition of The Bottom Line is first broadcast on BBC Radio 4 on Thursday 16th October 2014. For further details, and to listen online where available, please visit the BBC website.