The social graph won’t save us from what’s wrong with online reviews
The Conversation - 04/30/2015
As I document in my new book Reading the Comments: Likers, Haters, and Manipulators at the Bottom of the Web, online reviews affect merchants’ bottom lines. Multiple studies have shown that good reviews permit merchants to charge higher prices, increase restaurant bookings, and sales of books, hotel rooms and video games. Accordingly, review platforms are worth millions. TripAdvisor 2011’s IPO was valued at over US$3 billion. In 2013, Amazon purchased Goodreads, the book review and discussion site, for US$150 million. Google had its own review acquisition spree, including Zagat in 2011 and Frommer’s Travel in 2012.