One of the many hats that I wear as Review Manager at Buzzillions.com is a fedora.  My team makes it our business to detect and sniff at any suspicious reviews that come into our system – and let me tell you, that’s more than a few reviews. Individuals and companies are trying to game the system all the time!

I’ve been kind of quiet on the buzz blog for a while, but I wanted to chime in this week since review sites have been getting so much heat in the news. From the allegations against Yelp, to the Belkin scandal, to the most recent Amazon debacle, the media is looking to find the next shady review site. But they won’t find fodder for their next exposé on buzzillions.com. Not only do we post the good, the bad, and the ugly in our reviews, but we also go to great lengths to ensure that we represent those reviews in a way that is fair and transparent.

One review per-person, per-product

Unlike Yelp which uses an algorithm to suss-out reviews, all of our review quality assurance is done by a team right here in the office. Each day we search for duplicate reviews to take a first pass at the obvious offenders. We then comb through reviews in many different directions looking for unusual reviewer activity. Did we get 50 reviews by the same username in an hour? Did a particular product get 200 1-star reviews in a single day? Unusual behavior like this isn’t a surefire way to spot fraudulent reviews but cases like these raise red flags that prompt us to dive deeper into situation.

The purpose of my detective team is not to stifle user generated content – we certainly don’t want to stop someone writing lots of reviews for products that they own. But we want to uphold the ideal of one review per-person, per-product.

Verified Buyers

Our most powerful tool against review fraud is our Verified Buyer system. Any review that you see on Buzzillions with a Verified Buyer badge was written by someone who has actually bought the product. As a site built on user generated content, it is remarkable that we can take the doubt out of the equation for such a large number of our reviews.  This is also a brilliant way of addressing the issue of the Anonymous Reviewer.  Should people have the right to state their opinions about products and services without having to disclose their identity?  Most reviewers think so. But this is under hot debate from the ones reading reviews to the ones being reviewed: Can you trust an anonymous reviewer? Our Verified Buyer badge grants credibility to our reviews without forcing identity disclosure.

I have to hand it to the big guys like Yelp and Amazon for forging a path through the swamps of user generated content and teaching us how (and how not) to deal with the battles of free speech vs. inflammatory content and anonymity vs. trustworthiness. It’s no easy task.

So in the spirit of Buzzillions, which truly embraces our community of reviewers and all of their opinions (be they funny, edgy, glowing, or coarse), we rely on you, our readers, to help us become a better site. Mark helpful reviews so that the most useful ones stand out from the less constructive ones. And flag any review that appears to be a duplicate so we can whip out our trench coats and magnifying glasses and get on the case.

And people clearly care about sharing their opinion on bras too.  One bra, the Comfort Choice Side-Wire Lace Bra has (currently) 1,339 reviews.  That is not a typo.  Not only do we have tons of bra reviews, but they’re sorted by the type of bra, as well as what type of person you are:  Comfort Oriented, Practical, Conservative or a High End Shopper.

It’s an important reminder to us here at Buzzillions, that while other sites concentrate on a very narrow segment of products, we must continue to provide valuable reviews on all kinds of products, even the ones you might not expect to find.

Top Ten Bras by Category?  I thought you’d never ask.

• Top 10 Underwire Bras
• Top 10 Soft Cup
• Top 10 Sports Bras
• Top 10 Convertible Bras
• Top 10 Nursing Bras

And just because I couldn’t resist, a new use for that bra just sitting in your drawer.  Maybe she should have read reviews first:

This scandal of course caught our eye because here at Buzzillions, we are in the business of product reviews.  Inauthentic product reviews would kill credibility, with our company’s death sure to follow.  It’s particualrly troubling that Belkin, instead of reading honest complaints about their products, and then using those reviews to make product improvements, they instead chose to try and kill the bad reviews.  Surely this is a bad long term strategy.

You may be asking at this point  how Buzzillions can be sure no manufacturers are gaming our system.  While nothing is foolproof, this scandal has been a reminder to us how valuable our “Verified Buyer” system is.  Verified Buyer reviews on Buzzillions, are reviews that have been tagged as being from customers who actually bought the product.  How do we know this?  Our retail partners generally send follow-up emails to purchasers of their products, asking them to write a review.  When customers follow this link in an email, our system knows they actually bought the product and used it.  Imagine that, reviews from people who actually own the product.

Further, we have actual moderators (real live people) looking at every review that passes through our system.  And we are always on the lookout for suspcious reviews (those that might have come from manufacturers or seem to be consistently knocking competitor products.)  While nothing is foolproof, we’re absolutely committed to reviews that are honest and authentic.  It’s unfortunate when a company like Belkin, and by extention, Amazon, tolerates such shady practices.