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This is merely a warning to the automotive marketing industry to be careful with assisting dealers with posting ratings. We have just sent out this email to all the dealerships on our system.


" has just detected and flagged over 500 fraudulent ratings.  Check your report to see if your ratings were included. Fraud will not be tolerated and will be punished by being flagged so users can see the dishonesty."


We just want to keep the system clean and fair. Thanks for your help.


Vincent Peckham

Views: 118

Tags: fraud, fraudulent, mydealerreport, ratings


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Comment by Tony Weaver on March 21, 2011 at 8:28am

I don't know most of you guys in this post, and forgive me for chiming in, but...


I am with you on how the focus on reputation should come from the dealership internally, great comment. 


Bravo on your comments!  It is my belief that this whole topic of reputation management on many levels come from vendors successfully campaigning on the hype of what is going on in Google in regards to reputation.  If I were a company that was solely about reputation management and making a buck off it, I would be pleased in the changes in the reputation management climate over the last couple of months.  I know the importance of reputation management in light of the new changes by Google, but I believe this whole thing is much like the vehicle video hype of years past, and more recently FB.  Next year it will be something else.  This whole thing just gives a lot of people something new to talk about, or sell.

Comment by Kim Clouse on March 20, 2011 at 9:35pm



Thank you for the transparency. I personally welcome the professional manner you tried to help everyone. is tops in my opinion. If you ever see anything else Vincent, please call me and we will do the same.

For everyone else that ran an ad on this successful attempt to be snake oil free.

My goodness, a report company actually reporting? This is for you.

I know someone who validates, runs the review no matter what, notifies the dealer of other negative comments (kind of like that google alert thang a ma jig) tracks every ip, includes the dealer's return comments, has private messaging to and from each, (in various formats), monthly targeted video syndication with pass through scheduling from creative hand to web to all social media channels now and in the future, complete pages for each employee that contains their specfic reviews, links, social, (automated),. Oh, I should stop; Hell, someone may try to copy it. (inventory too and we can put it anywhere) Sorry guys, I meant to get off track. Oh, and we only deal with current dealer customers and have a 128 bit encrypted interface to any DMS. Yep, the redneck is loose. (and there are 2 years worth of stuff to drop)

I think I know who can make me one of them talkin cars too.

Wanna Dance? Now, hurry and get started on it but remember, We do not build websites, unless we want to.

Comment by Jae Chang on March 10, 2011 at 10:17pm
Can a customer's 'extortion review' be flagged by your system?  I have experienced instances where at delivery and follow up the customer was very satisfied, then a week later something just became a 'issue'.
Comment by Scott Falcone on March 9, 2011 at 7:05pm



I also have first hand knowledge of Yelp's extortionist tactics- when we reached out to them several years ago to see why our customer's positive reviews were not showing up we were given a song and dance about algos and one time users, etc and then offered a "business partnership plan" of sorts for $300.00 where by our positive reviews would be moved to the top of our acct and the negative to the bottom.


We declined and I accused them on the phone of being an extortionist organization (on a side note, if anyone wants to get a better understanding of how Yelp possibly became so arrogant and heavy handed, read the book Viral Loop and see where the founders worked before they created Yelp...they learned these tactics from some of the best and it seems that it has permeated their organization-one man's opinion-mine).


But I digress...experiences like this and stories about disreputable, unprofessional dealers like the ones you have observed Mike is what led me to create a platform for ethical, customer-centric dealers to not only capture reviews, but to re deploy them, AND to fight the Yelps of the world or any other review portal that is NOT about helping dealers communicate with their guests to improve the customer sales experience.


We were also borne out of the need to give dealers a way to have a strong page one presence with a compelling URL to again, compete with companies like Yelp who are poaching a dealer’s brand and pulling intended traffic to their site to generate click dollars.


We are not perfect and our product is evolving, as we talk daily with dealers and industry pros like those who have commented on this post to see what additional steps we can take to be the best reputation management company in our space.


Our company appreciates the support of people like Brian and Ralph and Keith who recognize that we are a contrarian brand when it comes to “reviews and process”…we believe in the dealer and believe the dealer will do the right thing when given the opportunity (we won’t let a few idiots like the ones Mike mentioned spoil our opinion of the industry as a whole).


Anyone reading this should listen to Brian and Keith when it comes to the concept of managing your overall reputation and realize that Presto Reviews is not the end all be all…you need to be everywhere all the time and be doing the right thing in the first place. Presto is certainly the best product for what it is intended to do, but I will be the first to tell you that you need to understand how the “big, digital, reputation” picture unfolds if you want to be in business 5 and 10 years from now.


Vincent-I applaud any action taken against fraud at any is difficult for any review site to have a 100% foolproof system and even more difficult to "please all of the people all the time."



Presto Reviews


Comment by Vincent Peckham on March 9, 2011 at 6:33pm
To answer your question Ralph in some case we do verify ID also dealerships themselves can request an investigation into a rating.
Comment by Vincent Peckham on March 9, 2011 at 6:32pm
Well unfortunately there are companies that are posting reviews for dealers therefore I feel it our duty to warn as many people possible so they can avoid having a flagged posting. We could have just said nothing and continued flagging false postings, but I wanted to give a heads up. Hopefully, as painful as it appears to be we accomplish this.
Comment by Keith Shetterly on March 9, 2011 at 6:16pm

Vincent, I don't agree you're being trashed.  I don't even know what constitutes a "criminal" on your site.  I would've felt differently if you'd at least nodded to those dealers--and the vast majority of the "automotive marketing industry"--who ARE in line with the requirements of your site.  I will say that, the way the post came off to ME, it was not positive--and it was the warning  "This is merely a warning to the automotive marketing industry to be careful with assisting dealers with posting ratings" . . . well, that wasn't positive, either.  I'm just going to wrap up here that I wish you the best for your site.



Comment by Ralph Paglia on March 9, 2011 at 6:15pm

Is there any aspect or facet of your validation system that seeks to verify/confirm that the person posting a positive or negative review is actually a customer of the dealership?


I have often wondered if a credit car charge validation or a bank lien recording might be used to verify that a purchaser or service customer actually spent money at the dealership.


In my own opinion, and I realize this is an opinion... Reviews by people who have not spent money with a business are bogus!

Comment by Vincent Peckham on March 9, 2011 at 6:11pm
We have a system in place however the process in confidential because revealing it would allow the system to be gamed. This is similar to the same philosophy adopted by the credit bureau agencies when calculating your credit score. Yes there is some human involvement after our system has detected the fraud.
Comment by Ralph Paglia on March 9, 2011 at 6:05pm



I absolutely do applaud the removal of bogus reviews... But, my question is HOW do you determine when a review is bogus?  Is there anything beyond an IP address tracking system?

Does any human being validate some statistically significant sampling of reviews?


You have posted "fraudulent reviews" as a term that requires some level of investigation, what is the investigation methodology that your site uses?


From what I can see, nobody has attcked you, your system or site... Inquiring minds simply want to know how you detect fraudulent reviews, whether they are positive or negative.



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