Automotive News - October 17, 2016 - Supplement - S8

8 ❙ OCTOBER 17, 2016 O C A U T O T E A M , T U S T I N , C A L I F. Fighting back against fake reviews Monitoring, legal action put an end to false accusations Printed in Automotive News May 2, 2016 Jamie LaReau jlareau@crain.com S Quick action Nelson called dealer John Patterson, president of OC Auto Team, at his home. They began calling every employee asking if any incident such as the one described in the review might have happened at the store, ever. Lynda Nelson and John Patterson of OC Auto Team sprang to action on the bad review. " " windling, attempted murder and elder abuse. Those were the accusations a woman made against Huntington Beach Mazda in a review posted on Google and Yelp on Aug. 16. Lynda Nelson's phone started buzzing that day with an email alert from the dealership's software sysⅢ Swift response tem. Nelson is director of custo thwart tomer affairs at OC Auto Team the effects in Tustin, Calif., which owns of negative Huntington Beach Mazda in online reviews Huntington Beach, Calif., and two stores in Tustin. She gets an alert every time a customer posts a review on Google, Yelp or DealerRater. As Nelson read the review on Yelp, she was stunned. The review accused employees of blocking an elderly woman's medical help as she suffered a heart attack at the dealership. It equated the staff's action to attempted murder and urged customers not to shop at Huntington Beach Mazda. "I was in such disbelief," Nelson said. "I must have read that review five times before I could even react. That's how shocking it was." The review was a lie. The woman who wrote it had not been to the dealership. What happened next shows the value of a rapid and full-bore response to a review that could potentially devastate a store's reputation. Nelson, who has worked at OC Auto Team for nine years, immediately called the sales manager at Huntington Beach Mazda. "He kept saying, 'There's no way! There's no way!'" Nelson said. At that point, the review was posted on Google, too, she said. "I was in such disbelief. I must have read that review five times before I could even react." Lynda Nelson OC Auto Team "Everyone agreed there was nothing even remotely like that having happened," Nelson said. Patterson and Nelson posted a response to the review denying any such incident occurred. Then they contacted Google and Yelp to ask that the bad review post be removed. The sites replied that they would investigate the review before complying, so it would be at least five to 10 business days. In the meantime, Patterson contacted paramedics and the fire department. They said they never responded to any such incident at Huntington Beach Mazda, Patterson said. He said his employees were outraged and urged him to seek justice. "This is malice," Patterson said. "She didn't just tell a lie, but she said, 'Do not shop there - they promote abuse of the elderly.' That's outrageous. It sends the wrong message to everyone looking at our organization." So Patterson anted up $1,400 to hire a private investigator to find the reviewer's identity. His lawyers sent the woman a letter demanding she remove the review, which she did Aug. 22. Patterson said those were the longest seven days of his life. "It was extremely long, very frustrating and very distracting," he said. Patterson credits DealerRater's 360Connect reputation monitoring software, which he had installed in early 2015, for immediately alerting staffers to the review. The software costs Patterson about $150 a month per store, but he said it saved him thousands in damages in this instance by allowing staff members to investigate the review and get it off Google and Yelp as quickly as possible. Before the software, staffers had to manually check each review site. A bad review might sit on a site for 24 hours before being addressed. continued on next page

Table of Contents for the Digital Edition of Automotive News - October 17, 2016 - Supplement

Automotive News - October 17, 2016 - Supplement - Intro
Automotive News - October 17, 2016 - Supplement - S1
Automotive News - October 17, 2016 - Supplement - S2
Automotive News - October 17, 2016 - Supplement - S3
Automotive News - October 17, 2016 - Supplement - S4
Automotive News - October 17, 2016 - Supplement - S5
Automotive News - October 17, 2016 - Supplement - S6
Automotive News - October 17, 2016 - Supplement - S7
Automotive News - October 17, 2016 - Supplement - S8
Automotive News - October 17, 2016 - Supplement - S9
Automotive News - October 17, 2016 - Supplement - S10
Automotive News - October 17, 2016 - Supplement - S11
Automotive News - October 17, 2016 - Supplement - S12
Automotive News - October 17, 2016 - Supplement - S13
Automotive News - October 17, 2016 - Supplement - S14
Automotive News - October 17, 2016 - Supplement - S15
Automotive News - October 17, 2016 - Supplement - S16
Automotive News - October 17, 2016 - Supplement - S17
Automotive News - October 17, 2016 - Supplement - S18
Automotive News - October 17, 2016 - Supplement - S19
Automotive News - October 17, 2016 - Supplement - S20
Automotive News - October 17, 2016 - Supplement - S21
Automotive News - October 17, 2016 - Supplement - S22
Automotive News - October 17, 2016 - Supplement - S23
Automotive News - October 17, 2016 - Supplement - S24
Automotive News - October 17, 2016 - Supplement - S25
Automotive News - October 17, 2016 - Supplement - S26
Automotive News - October 17, 2016 - Supplement - S27
Automotive News - October 17, 2016 - Supplement - S28
Automotive News - October 17, 2016 - Supplement - S29
Automotive News - October 17, 2016 - Supplement - S30
Automotive News - October 17, 2016 - Supplement - S31
Automotive News - October 17, 2016 - Supplement - S32
Automotive News - October 17, 2016 - Supplement - S33
Automotive News - October 17, 2016 - Supplement - S34
Automotive News - October 17, 2016 - Supplement - S35
Automotive News - October 17, 2016 - Supplement - S36
Automotive News - October 17, 2016 - Supplement - S37
Automotive News - October 17, 2016 - Supplement - S38
Automotive News - October 17, 2016 - Supplement - S39
Automotive News - October 17, 2016 - Supplement - S40
Automotive News - October 17, 2016 - Supplement - S41
Automotive News - October 17, 2016 - Supplement - S42
Automotive News - October 17, 2016 - Supplement - S43
Automotive News - October 17, 2016 - Supplement - S44
Automotive News - October 17, 2016 - Supplement - S45
Automotive News - October 17, 2016 - Supplement - S46
Automotive News - October 17, 2016 - Supplement - S47
Automotive News - October 17, 2016 - Supplement - S48
https://www.nxtbook.com/nxtbooks/crain/an3219542277LMDFA_supp
https://www.nxtbook.com/nxtbooks/crain/an3435609782TWTKL_supp
https://www.nxtbook.com/nxtbooks/crain/an2737646517HKDWS_supp
https://www.nxtbook.com/nxtbooks/crain/an2746596872HIAJD_supp
https://www.nxtbook.com/nxtbooks/crain/an4955867723FWRSS_supp
https://www.nxtbook.com/nxtbooks/crain/an1326535475LMTIM_supp
https://www.nxtbook.com/nxtbooks/crain/an3887461294KHGFY_supp
https://www.nxtbook.com/nxtbooks/crain/an3245837562PLINN_supp
https://www.nxtbook.com/nxtbooks/crain/an4756684734HIGTK_supp
https://www.nxtbook.com/nxtbooks/crain/an8475647221RWSTS_supp
https://www.nxtbook.com/nxtbooks/crain/an4475637112TIGSM_supp
https://www.nxtbook.com/nxtbooks/crain/an4472236451GHTLT_supp
https://www.nxtbook.com/nxtbooks/crain/an8875623549CBWAF_supp
https://www.nxtbook.com/nxtbooks/crain/an2713984755IBPIT_supp
https://www.nxtbook.com/nxtbooks/crain/an2365889566CBASA_supp
https://www.nxtbook.com/nxtbooks/crain/an2713985847ISTTW_supp
https://www.nxtbook.com/nxtbooks/crain/an9826351139SHNKT_supp
https://www.nxtbook.com/nxtbooks/crain/an4239576129HTSKA_supp
https://www.nxtbook.com/nxtbooks/crain/an4859867123HPGMF_supp
https://www.nxtbook.com/nxtbooks/crain/an9875632144BLASA_supp
https://www.nxtbook.com/nxtbooks/crain/an5948576134HMTFC_supp
https://www.nxtbook.com/nxtbooks/crain/an4958670126PBWGM_supp
https://www.nxtbook.com/nxtbooks/crain/an9384756453JBFPW_supp
https://www.nxtbook.com/nxtbooks/crain/an8395756432AMIHC_supp
https://www.nxtbook.com/nxtbooks/crain/an9405856762CSFLS_supp
https://www.nxtbook.com/nxtbooks/crain/an3873120954AMTCW_supp
https://www.nxtbook.com/nxtbooks/crain/an8097364512SITPF_supp
https://www.nxtbook.com/nxtbooks/crain/an3478925478LIALS_supp
https://www.nxtbook.com/nxtbooks/crain/an9894756324SSFTL_supp
https://www.nxtbook.com/nxtbooks/crain/an5847323487AICCS_supp
https://www.nxtbook.com/nxtbooks/crain/an3874321237DILDC_supp
https://www.nxtbook.com/nxtbooks/crain/an8784431649FWCWY_supp
https://www.nxtbook.com/nxtbooks/crain/an8392274512LCCSM_supp
https://www.nxtbook.com/nxtbooks/crain/an5623423988AMCTW_supp
https://www.nxtbook.com/nxtbooks/crain/an9384756213BALRS_supp
https://www.nxtbook.com/nxtbooks/crain/an9382218435SPOMB_supp
https://www.nxtbook.com/nxtbooks/crain/ANshowdaily80819
https://www.nxtbook.com/nxtbooks/crain/ANshowdaily80719
https://www.nxtbook.com/nxtbooks/crain/ANshowdaily80619
https://www.nxtbook.com/nxtbooks/crain/an3214543326LCFPC_supp
https://www.nxtbook.com/nxtbooks/crain/an9381127498RISGS_supp
https://www.nxtbook.com/nxtbooks/crain/an8473635224CDSLM_supp
https://www.nxtbook.com/nxtbooks/crain/an8373746387BIMHS_retail
https://www.nxtbook.com/nxtbooks/crain/an7698534210IRHTD_supp
https://www.nxtbook.com/nxtbooks/crain/an8447751218IHAGC_supp
https://www.nxtbook.com/nxtbooks/crain/an8576321197WMPRC_supp
https://www.nxtbook.com/nxtbooks/crain/an6399112438IRHAH_supp
https://www.nxtbook.com/nxtbooks/crain/an8736450912ADGJT_supp
https://www.nxtbook.com/nxtbooks/crain/an8700873122RNARH_supp
https://www.nxtbook.com/nxtbooks/crain/an1093836455HAGTA_supp
https://www.nxtbook.com/nxtbooks/crain/an9808765635GTJTW_supp
https://www.nxtbook.com/nxtbooks/crain/an6525367432FHMLB_supp
https://www.nxtbook.com/nxtbooks/crain/an8597421143MCFPA_supp
https://www.nxtbook.com/nxtbooks/crain/an4298726547VWGGA_supp
https://www.nxtbook.com/nxtbooks/crain/an7799856412ILBOV_supp
https://www.nxtbook.com/nxtbooks/crain/an2056982648AHHIA_supp
https://www.nxtbook.com/nxtbooks/crain/an5678154982IEHDT_supp
https://www.nxtbook.com/nxtbooks/crain/an0211270720DPISS_supp
https://www.nxtbook.com/nxtbooks/crain/an2325269754PSINO_supp
https://www.nxtbook.com/nxtbooks/crain/an5627892889EASBC_supp
https://www.nxtbook.com/nxtbooks/crain/an4778021396LTBFA_supp
https://www.nxtbook.com/nxtbooks/crain/an1549365874TIUIG_supp
https://www.nxtbook.com/nxtbooks/crain/an9685896971RTQAT_supp
https://www.nxtbook.com/nxtbooks/crain/an3126539765SSIKM_supp
https://www.nxtbook.com/nxtbooks/crain/an2348716424IHBFN_v2
https://www.nxtbook.com/nxtbooks/crain/an2713112513DPIAA_GEDsupp
https://www.nxtbook.com/nxtbooks/crain/an2713112513DPIAA_GIEsupp
https://www.nxtbook.com/nxtbooks/crain/an5740978765KIYTC_v2
https://www.nxtbook.com/nxtbooks/crain/an8786483429YWIRB_v2
https://www.nxtbook.com/nxtbooks/crain/an1441850607BCEKP_supp
https://www.nxtbook.com/nxtbooks/crain/an2231982341SHRK_supp
https://www.nxtbook.com/nxtbooks/crain/an9824752309LOLIKP_supp
https://www.nxtbook.com/nxtbooks/crain/an8849332574YIKP_supp
https://www.nxtbook.com/nxtbooks/crain/an3756575112SAIKPv2
https://www.nxtbook.com/nxtbooks/crain/an7389812526DOQKPv2
https://www.nxtbook.com/nxtbooks/crain/an7474633298JQMKPv2
https://www.nxtbook.com/nxtbooks/crain/an8763487432NAOKPv2
https://www.nxtbook.com/nxtbooks/crain/an3748383922LRGKPv2
https://www.nxtbook.com/nxtbooks/crain/an8347508927POTKPv2
https://www.nxtbook.com/nxtbooks/crain/an9610620377FSKKP_supp
https://www.nxtbook.com/nxtbooks/crain/an4981263095CBNKP_supp
https://www.nxtbook.com/nxtbooks/crain/an6723445245SDFLF_supp
https://www.nxtbook.com/nxtbooks/crain/an4862340134FSEJC_supp
https://www.nxtbook.com/nxtbooks/crain/an4596813450LQFCN_supp
https://www.nxtbook.com/nxtbooks/crain/an2348692346SDGCN_supp
https://www.nxtbook.com/nxtbooks/crain/an1634224522ASDLC_supp
https://www.nxtbook.com/nxtbooks/crain/an0267104334RTSJC_supp
https://www.nxtbook.com/nxtbooks/crain/an6029878560PGSCN_supp
https://www.nxtbook.com/nxtbooks/crain/an5214469855HGBKP_supp
https://www.nxtbook.com/nxtbooks/crain/an1062061234GSGBL_supp
https://www.nxtbook.com/nxtbooks/crain/an5038325406GSDCN_supp
https://www.nxtbook.com/nxtbooks/crain/an3992752354ASPLF_supp
https://www.nxtbook.com/nxtbooks/crain/an7986445324GHYCN_supp
https://www.nxtbook.com/nxtbooks/crain/an1455687392FTBTE_v2
https://www.nxtbook.com/nxtbooks/crain/an2289678453HBCLF_v2
https://www.nxtbook.com/nxtbooks/crain/an5633892673TBEKP_v2
https://www.nxtbook.com/nxtbooks/crain/an4663981572FBCJC_v2
https://www.nxtbook.com/nxtbooks/crain/ane_7746982457HCTBV_supp
https://www.nxtbook.com/nxtbooks/crain/an8994656823RVGCN_v2
https://www.nxtbook.com/nxtbooks/crain/an4566329884GVTLF_supp
https://www.nxtbook.com/nxtbooks/crain/an7466398157YCPTS_supp
https://www.nxtbook.com/nxtbooks/crain/an5334987156YBHBL_supplement
https://www.nxtbook.com/nxtbooks/crain/an2822679175GTHTS_bestpractices
https://www.nxtbook.com/nxtbooks/crain/an4893356182CJPCN_v2
https://www.nxtbook.com/nxtbooks/crain/an8388619274RBCCN_v2
https://www.nxtbook.com/nxtbooks/crain/an7833092572SPRBW_v2
https://www.nxtbook.com/nxtbooks/crain/an5533789923FTBLF_v2
https://www.nxtbook.com/nxtbooks/crain/an7884599237HYQJC_v2
https://www.nxtbook.com/nxtbooks/crain/an1335576249HBWKP_v2
https://www.nxtbook.com/nxtbooks/crain/an7855749033KPMLF_v2
https://www.nxtbook.com/nxtbooks/crain/an8946778932RBTTS_v2
https://www.nxtbook.com/nxtbooks/crain/an6735519136YBPMG_v2
https://www.nxtbook.com/nxtbooks/crain/an_20130318Top125
https://www.nxtbook.com/nxtbooks/crain/an3766500224HBPJC_v2
https://www.nxtbook.com/nxtbooks/crain/an_080612_supp
https://www.nxtbookmedia.com