Web 2.0 is all about user generated content. Websites that provide the opportunity for consumers to offer their opinion on a particular subject are nothing new – the travel industry has been asking consumers for feedback for years, with sites such as TripAdvisor – but other reviews sites such as Reevoo and TrustedPlaces are popular hubs as consumers become more Web-savvy.

But do user-generated reviews always provide an accurate reflection, especially when it comes to product reviews, for example? NMK sought some feedback of its own.

Qype Cycle

Reviews site Qype claims to be Europe's largest community for user-generated reviews and recommendations, having grown its user base from one million to 7.5 million in the past year. The website is currently available in six different languages and can be accessed on mobile platforms thanks to a flexible web platform provided by hosting firm NTT Europe Online.

Qype's focus is on local services and is funded by local ads relevant to the area of search. Its founder Stephan Uhrenbacher was looking for a suitable kindergarten in Hamburg for his children. The lack of information left Uhrenbacher to establish a site that would provide local information on services rated by the people who used them.

But with so many opinions being posted, the practice comes with legal risks which some users may not be aware of, according to Qype's Chief Technical Office, Phil Chambers.

“Technically there are no legal risks as long as commentators stick to facts. They are allowed to express an opinion, whether positive or negative, but if the facts are incorrect then they are liable for defamation,” Chambers said. “We ask all our reviewers to back up opinion, particularly negative, with facts. We will always support our users’ right to an opinion.”

The site is community-moderated, so if anything incorrect is brought to Qype's attention by users, it is investigated and removed, if required, Chambers said. Users can withdraw comments, perhaps made in the heat of the moment, at any time.

Reference Point

Does the growing number of user-generated reviews sites mean the marginalisation of traditional reviews journalism? Not at all, according to Gordon Kelly, news editor of gadget testing site Trusted Reviews. In fact, Kelly argues, they all have a part to play in making educated purchasing decisions.

“When it comes to electronics, for example, user reviews are trusted but you have to take them with a pinch of salt as they probably don't have the same access to conduct a wide comparison with other models. With user reviews speaking honestly isn't the same as getting the facts right - you need a reference base,” he said.

Kelly argues that one of the most important factors about online reviews by journalists is to build a brand on integrity.

“What info do you trust when there's so much out there? It comes down to a site-by-site basis. There's a culture of cross-referencing as you can't get all answers in one place, plus it's good practice anyway to take advice from more than one source,” he added.

Karma Chameleon

Blogger Ged Carroll is a serial reviewer, regularly providing his feedback on restaurants and shops for user-generated reviews sites Goodrec.com and dopplr. Carroll reads user reviews on books, music or consumer electronics to get advice from other users before jumping into a purchase, and he believes it's a two-way relationship.

“I consider reviews as being like karma, you get out what you put in. So I look to do it on a pretty regular basis,” he said. “I use reviews as a second line of ‘support’. My first line is going out to my trusted network and the trusted web - my Twitter friends and delicious network. Web 2.0 is useful in different contexts, for instance when I was buying a camera I paid attention to Flickr’s camera statistics, but I also read expert blogs about it.”
Tailored Approach

Trusted Reviews' Kelly believes that user-generated reviews and feedback is expected nowadays and businesses should welcome the debate – and get involved.

“We're living in an increasingly bespoke, interactive world,” he concluded. “Professional companies need to look at this feedback, so it should be welcomed and encouraged, and users have realised that they want to interact with the websites they read. Every website needs a forum nowadays to encourage users.”