Ever since the start of e-commerce, businesses have been trying to beat the system and load sites with fake ratings and false reviews to boost their product. Even though some sites have safeguards in place to counter automated reviews, little can be done in stopping actual humans from creating reviews in exchange for compensation. I have lost faith in the legitimacy and authenticity of most customer reviews out there. Why? Because I can list off 5 friends who work at local Bozeman companies that either write fake reviews for products they've never used or incentivize other people to write similar reviews. I believe most consumers are becoming wary of such reviews too. I also believe that Facebook is the only website out there today where 'mostly' authentic product reviews can be found.
Sure companies can still incentivize people to like their page or post comments and photos in support of their products. But, what customer reviews lack, that Facebook does not, is proof of authenticity and realness. When Facebook fans post on a business page, they are posting as REAL people. To verify this, other fans can click on that persons profile picture that takes them to their personal page. Those fans can then peruse that persons profile, videos, images, etc. to gain more insight about their involvement with the brand and product (dependent on privacy settings) thus, creating legitimacy.
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