'Customer' reviews are often fake. Social advocacy NEVER is.

Online reviews mean nothing. Social advocacy is everything.

Never move house. Just don't do it. You pay a fortune to own the same old stuff in a different place. And then, to cap it off, your better half decides that you need a new washing machine when everyone knows it's perfectly adequate just to take your smalls down to a riverbank and whack them with a stick.

Yeah, I'm feeling the pinch.

Anyway... buying a washing machine. With a million online shops and a trillion online 'customer' reviews, you'd have thought picking a brand, model and retailer would be a doddle. Well, guess what? It ain't. And that's mainly because you just can't trust what you read in online reviews anymore - why else would one retailer have 59 negative reviews on ciao.co.uk with barely any positives, but almost exactly the opposite on Google seller reviews?

The problem is: online reviews are so scammed by businesses hyping themselves and slating their rivals that it's next to impossible to figure out what's a genuine, balanced perspective from a real consumer and what's 'seed content' or 'tactical interference'.

Everyone really is a critic... including the shops themselves.

Luckily, the one thing you just can't fix is social advocacy


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