Google's review platform allows you to share your opinion on any product or service in a Google search result. Interested in researching a company? Glassdoor, Yahoo, and others offer options. Traveling or looking for a new place to have a nice meal? Check out Yelp or TripAdvisor. You can even check out reviews for a gallon of milk on Amazon.
If you clicked on the link to the milk reviews you saw the humor of some online reviewers. However, reviews don't have to be absurd to be viewed with skepticism. There certainly are pro's and con's to using online reviews as a source of information.
The Pro's:
Accessibility to Information. Before Al Gore invented the internet there were a handful of print publication that provided this type of information Today that has all changed. Before we step foot in a business we have an opportunity to form an opinion based on "word-of-mouth" ("word of internet?") information.
Positive Reviews drive business. Yes, I check out Yelp before I try someplace new. The places that"delight their customers" have been rewarded with new customers. However, there's another edge to this sword - if the reviews are consistently 4+ stars I also go in with high expectations.
The Business can improve and/or make amends. A negative review gives a company a chance to learn from mistakes and provides an opportunity to reach out to an unsatisfied customer to rectify a situation.
Global Impact. If you're unfamiliar with a city you plan to visit or live in this information can impact many decisions you need to make. Online review sites expose businesses to an audience beyond their immediate neighborhood.
The Cons's:
Michael Scott (Dunder Mifflen Regional Manager) once said "Wikipedia is the best thing ever. Anyone in the world can write anything they want about any subject, so you know you are getting the best possible information." Review sites are no different than the rest of the intrawebs - everything must be read with a critical eye. Just because it's written doesn't make it real.
Focusing on the Negative. You know the old adage "if you like something you'll tell one person, if you don't like it you'll tell ten." As authors review sites give us a forum to vent our frustrations. As readers we like "the dirt." Expect negative reviews - you can't please everyone.
Dated Reviews. Our world moves at a fast pace so reviews have a fairly short shelf life. The positive or negative experience from two or three years ago very well may be a completely different story today.
Anonymity. If you so choose, you can remain anonymous on every review site. In some cases (such as Glassdoor) nearly every review is anonymous. If you have an ax to grind there are no consequences for providing misleading or false information.
If you post nothing but negative reviews your credibility as a reviewer is in question. Make sure you're singing the praises of the organizations that get it right as much (if not more) than the ones that get it wrong.
Conclusion
As a consumer be discerning about available information. Reviews often are born from a strong opinion or experience so the number of reviews should be considered. Look for trends in the reviews. Is the majority singing their praises or complaining?
Above all, formulate your own opinions and check things out with an open mind. Make decisions based on your experience, not on opinions and experiences of people you'll never meet.
