Consumer reviews are a hot topic within the local marketing arena. This week, Uber released that it has been running a driver behavior tracking program to validate tracker reviews, begging the question how do we assess the validity of reviews for local businesses?
Granted, algorithmic review scrutiny tools like Fakespot and Review Skeptic have been around to specifically track Amazon or hotel reviews. But what is more interesting is the model that these tools serve developing more a fact-based approach assessing accuracy of reviews for local businesses.With the undeniably subjective nature of reviews, we need tools that move past algorithms and drill down on facts to provide consumers with the value and truth they seek.
Will Uber's newest pilot program bring the app one step closer to verified customer reviews? Read my feature on Street Fight to learn more.