Online reviews are a great way to get an idea of what a company is about. However, there are a few things customers should take into account while researching via online reviews. Most importantly are fake reviews, customers should look at reviews and gauge their authenticity. Taking note of the timeline of when the reviews are made is a good indicator. Are they spaced out, or does the company have many bunched together inexplicably. Did this company have a hand full of reviews, and then all of a sudden 10's to 100's of reviews in a short time span. It's hard to believe that customers will start to review a company all at once. Another great way to gauge authenticity is the actual text
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