With increasing traffic coming to ski resort websites and even people arriving at resorts directly from sites such as Google Places, Yelp and Trip Advisor, it becomes all the more important to make sure the data on those sites is as accurate as possible. In several recent articles, there has been discussion about the growing trend of information on crowd sourced sites such as these being inaccurate, whether by accident or via a more malicious reason.

Facebook Places EditorAnother element crowding is in the fact that so many people are randomly adding check-in type information that duplicates are unavoidable. A great example of this is Facebook Places (changing to something else soon I’m sure), but in just a few editing sessions on the Facebook Places Editor app, I’ve updated 275 places (almost all duplicate entries) just in and around Park City, yeah I’m a bit biased in trying to help out the local community keep our data clean.

Here are a couple of fake reviews and listing errors stories:

  • Trip Advisor’s Fake Reviews
  • Closed in Error on Google Places
  • In a personal example, I dealt with a slew of bogus single star reviews on a Google Places business page which significantly lowered the overall review, not a fun situation when the entire “flag” process is automated and undocumented. To this day, I’m still not sure if it was a malicious effort or simply a database glitch.
The takeaway from this as a ski resort marketer (or any marketer or business owner/representative) is to find your brand online and monitor, check and repeat. And if you see something amiss or awry, get on it. If you have an experience or thoughts to add to this, let us know in the comments.