Online Reviews: Mostly Positive and Driven by Unselfish Motives

A common myth of online reviews is that they’re mostly negative. Many believe that if a customer has a negative experience at a restaurant or hotel, they'll go straight to Yelp or TripAdvisor to voice their frustration. While this may be the case sometimes, online reviews are actually mostly positive, according to a new Infographic by Demandforce. 87% of people post positive reviews most or every time. Only 2% post negative reviews most or every time. The motivations behind writing online reviews are positive as well:

  • 90% write reviews to help others make good decisions.
  • 79% write reviews because people rely on them and posting reviews is a way of giving back.
  • 79% write reviews to reward a company that has done right by you.

The unselfish reasons why people write online reviews align with recent Zuberance research: Brand Advocates recommend because they’ve had good experiences with a product or service (50%) and they want to help others make smarter purchase decisions (37%). Only 1% recommend brands for selfish reasons (i.e. for rewards, discounts, cash).

How to get more positive online reviews

While most businesses understand the importance of their online reputation, many struggle to get their customers to go to Yelp or TripAdvisor and actually write a review.

The key to getting more positive reviews is to make it easy! Reach out to your most satisfied customers (AKA Brand Advocates) and simply invite them to post a review online. You’ll be surprised how many of your Advocates are willing and eager to create glowing testimonials if you just give them the online tools to do so. For example, soon after GMC launched their advocacy program, 300 reviews were created and posted on Facebook and Twitter.

To learn more about energizing your Advocates, download the whitepaper, “Turning Your Customers into a Powerful Marketing Force.”

-Cara Fuggetta, Marketing Manager, Zuberance