Austin • Centroplex • Corpus Christi • Laredo

Permian Basin • San Antonio • Victoria • Waco

December 2012

VOL

62 No. 12

Keep Your Reviews Honest This Holiday SeasonFollow these dos and don’ts for improving online reviews

A study released by Gartner, Inc. predicts that by 2014, 10-15 percent of reviews online will be posted by paid reviewers. However, analysts are predicting more backlash against the

practice, including new laws and stronger enforcement of existing ones.

As a BBB Accredited Business, you already exemplify BBB’s Standards for Trust, including making an effort to always advertise honestly and tell the truth. However, the Gartner report suggests that many of your competitors may not be living up to those same standards.

Some companies simply write their own online reviews. Others pay professional reviewers to seed online review sites with overwhelmingly positive reviews. Consumers have also reported businesses that call after they have posted a negative review, offering incentives to remove or change the review.

The good news is that lawmakers, consumers and the online review sites themselves are catching on to this practice.

The Federal Trade Commission is starting to crack down on companies that post fake reviews with fines and other actions. Though it does not appear that the FTC has disciplined a company for offering incentives to consumers to post reviews, a broad interpretation of its 2009 revisions to the guides governing endorsements and testimonials could open that door.

The guides say that if a blogger is paid — in cash or in-kind — to review a product, that connection must be disclosed. Some analysts say that could soon apply to online reviews as well.

In addition to government enforcement, several blogs and news organizations have advised consumers on how to spot fake reviews. Yelp now posts a consumer alert on any business that it suspects is employing underhanded tactics.

Here are a few dos and don’ts when it comes to online reviews:

• Do encourage feedback. To balance out any negative reviews, encourage your customers to leave a positive review if they had a good experience. This will help paint a fairer picture of how you do business. Consumers can compliment your business through BBB’s website by visiting:

centraltx.app.bbb.org/compliment

• Don’t buy positive feedback. While you may encourage your customers to leave positive reviews, never offer discounts, free products or other compensation for doing so. Such practices are dishonest, and should the FTC decide to get tough, both you and the reviewer could face legal action.

• Do embrace negative reviews. Though a negative review can be upsetting, look at it as an opportunity to improve your customer service. Reach out to the customer and try to resolve the issue.

• Don’t offer incentives to change the review. While it’s certainly a good business practice to offer the customer a resolution to his or her specific issue, never do so in exchange for a positive review. A happy customer will likely change a negative review without extra incentives.

• Do monitor your company’s profiles. Set up an alert and regularly visit several online review sites to stay current with what your customers are saying about your company.

• Don’t post any reviews yourself. Never post your own review or ask friends and family members to post reviews. Only legitimate customers should post reviews of your company.

NewOctoberAccreditedBusinesses

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AUSTINA Computer Werks, Inc.Absolute Water Solutions LCAdvanced Counseling SolutionsAll Surface Rehab and RenovationsAmerican Eagle ApplianceAustin Professional PaintingAustin Wound & Ostomy EssentialsAustin’s Maid ServiceB&L Construction, Excavating, &

TruckingBarnes, Lipscomb & Stewart PLLCBearing Financial Advisors, LLCBill Lewis ElectricBlazier, Christensen, Bigelow & Virr,

PCChic Flooring and More, LLCCreations BoutiqueCrews ConstructionD & M ElectricDalton’s AirDataDudeDental Resource Management, Inc.Diceros Asset Management LLCDillon’s Therapy & Learning CenterDockGear.comDuncan Erectors LLCeMotion Motor Sports, IncErickson and Associates, Inc.Flagship TowingFlipnasticsHill Country Photo BoothsHolt ResidentialKraft Professional CleanersLarry L. Read Electric, Inc.Legacy Oak Financial ServicesLife Time SmilesLimey Bikes Inc.Little Acorn AcademyLittle Smiles Pediatric DentistryLiveAnew, LLCLoblolly Consulting LLCMalvaiz Builders, IncMeador Staffing ServicesMichael Angelo’s Gourmet FoodsMore Space PlaceN&S DomesticsNationStores LLCOmni Austin HotelOrlo, Inc.Paisano Trucking & ConstructionPedatric Dentistry of Round RockPermian Basin Overhead Door LLCPinnacle Process Solutions

International LLCPriority Field ServicesProdigy Health Supplier CorporationRay Tonjes Builder IncRBJ & Associates, LLCReliance Energy IncReliance Exploration LTDRepublic Square DentalRH2 Consulting, Inc.Rogers Processing, LLC

Ronco Holdings, IncRSVP PassportsRush Automotive LLCSage Advisory ServicesSLR Real Estate Inspection ServiceSpiller Pest ControlStephen B. Bookmyer, DDS, MDSteve Klein Custom BuilderT.O.C. TruckingTAMH Enterprises, Ltd.Texas Legal ConnectionThe Austin Grand Prix, LLCThe Milner Law Firm PLLCTIMA Environmental Septic ServiceTrader City AppliancesVan Houten & Associates, PCVirginia Livesay, PhDWarhorse Oilfield Services, LLC

CENTROPLEX/WACOA Med Ed School of Nurse Aide

TrainingAll Green Lawn & LandscapeAnything FiberglassArmor Home RepairBest Western VelkommenBill’s Body Shop & WreckerBloomer Trailer Manufacturing, Inc.Brass CustomsBrothers Management CompanyCentral Texas Heating & Air

Conditioning LLCCorsicana Bedding TruckingCruz Air Conditioning and HeatingFlood Real EstateGene’s Collision CenterGriffin Counseling Services PLLCIntetech Systems IncLaw Office of Aimee HessMartinez Drywall, L.L.C.Nacho Ruiz Cement ContractorsPortable Storage of Central Texas LLCRaymond James & AssociatesRose ConstructionRutherford Tree ServiceShady Oaks Cabins & RV’sTrimmers Lawn ServiceVista College

CORPUS CHRISTI/VICTORIAA1 HomesArthur Whiting Legacy Construction,

LLCBloomington Truck AccessoriesCable Electric CompanyCintas Corporation #539Coastal Tool & Supply LTD.Express Payment SolutionsH&R BlockHi Rize Roofing & Restoration, LLCJuan Madrigal WeldingKarnowski Electric CompanyKellogg Propane Inc.L & D Collision Center

Layer One Networks LLCLTD Construction CoPower Blasting & Repair LLCPower Blasting LLCPower Blasting Truck Lines LLCSouth Texas Waste LLCThe Hidden Door

PERMIAN BASINA & A Instrumentation & Electrical,

Inc.Abel’s CarpentryA.D. Consultant CompanyAlien Manufacturing Inc.Castillo Remodeling and

ConstructionCastle Gap ConstructionChroma WebFXD and G TruckingJ&A Vacuum Truck ServicesJNH ConstructionJVA Operating Company, Inc.Liberty Heating & Air ConditioningP&P Oilfield ServicesPermian Presort ServicesPermian Services Co., LLCRoberts Air Conditioning, Heating &

RefrigerationRose of Sharon Window CoveringsSmoker’s ChoiceTallent RoofingThe National Bank of AndrewsWest 20 TruckingWestair Gas & Equipment LP

SAN ANTONIO/LAREDO4 Paws Animal HospitalA & D Express LubeA Gala Event CateringA Medina PlumbingAaron’s Garage DoorAce in the Hole PaintingAcorn Counseling PLLCAllen’s Professional ServicesAmerican Pro SoundAnchor Safe Health Care IncAndy’s Aerobic Systems ServiceAnnie’s Playhouse In-Home Family

DaycareA-Perfect Graphic LLCAquatic Pool Service & MaintenanceAtlas Plumbing & DrainBar V EnergyBest Wood Floor SandingBethesda PediatricsCatering 911 S.A.Chairish the DayChelsea’s Dance ClubCompetence Electric LLCCool SolutionsCORC Medical, LLCDimmit Vacuum & Trucking, LLCDocuments International, LLCDuran Printing

E & V Transmission & Auto Repair

Elite Endodontics PCEllison Drive Animal HospitalEmporium by YarlenEvolution Technologies, LLCExquisite Renovations Inc.Family Service Association of San

Antonio Inc.Feedback Catering Inc.Fennon Moore’s Bit SalesFreire Custom Homes/General

Contractor LLCFull Spectrum Remodeling &

ConstructionGene Toscano, Inc.Get A Direction LLCGingerbread Workshop.comGolden Wood InstallationsGreat American Restaurant

EquipmentHodge ElectricHoward C. Berger, Attorney at LawHyatt’s Roofing & RemodelingImage Carpet CleaningIvy Enterprises LLCJumpStart ResumesKEM Outdoor AdvertisingLaurie J. Comrie, Insurance AgentLeon Springs Counseling & Life

CoachingLiquid Studio Group LLCM L Garcia Roofing & RemodelingM4 Cleaning ServicesMathis Door ServicesMGY Electrical Systems LLCModern Day ConcreteNeely Epps Security Technologies

International LLCOne Source Medical Group, LLCPower Home TechnologiesPrime Source TooProfessional Medical Equipment, Inc.Pro-Max Foundation Repair and

ConstructionR Guerra Consulting IncReliable Title Company of Atascosa

County, LLCRG Home Repair & RemodelingRivera Services LLCStarlight HomesStone Oak JewelersSuperior StripeSwisher & Martin RealtyTexas Home Restoration AgencyTexas Leisure CompanyTexas Mortgage Capital Corp.TNT Fence CoTriple JACK Glass & Gift, LLCUp-n-Jacks, Inc.Willie’s GarageYarlen Linens & Decorations

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Special thanks to our Corporate Partners!

Holiday Donations Could Help Your Business

Charity contributions totaled less than $300 billion last year, according to the Giving USA Foundation, a 0.9 percent increase over 2010. More than 80 percent of that total came from individual donors. BBB reminds businesses that charitable giving during the holiday season can make a difference and increase brand awareness at the same time.

“Businesses have a wonderful opportunity during the holiday season to help those who are less fortunate,” said Carrie A. Hurt, President and CEO of BBB serving Central, Coastal, Southwest Texas and the Permian Basin. “The free exposure and marketing that comes with their generosity is a great way to get the attention of consumers.”

BBB recommends using the following tips when deciding if and how your business will donate to a charity:

Consider a Local CharityFind an organization that appeals to the same demographic as your business. For example, if your business sells clothing items, consider aligning yourself with a children’s or women’s shelter where your donation directly impacts the individuals there.

Do Research Once you find a charity your business would like to help, learn how the organization uses the donations it receives by reviewing its BBB charity report online at www.give.org.

Avoid Giving to the Wrong Charity Scammers tend to make up fake charities with names that are very similar to reputable organizations. Check the name of the organization closely to ensure you are giving to the right one.

A Donation Doesn’t Have to be Money Consider having your employees volunteer their time to help a charity during the holiday season. Call the charity directly ask if there are opportunities available, then make it a company event. Consider wearing matching clothes to identify your business while you volunteer to market your brand.

Consider a Direct Donation If you prefer to make a monetary donation, you can do so by check or credit card. If you donate online, be sure to print the confirmation page for your records, as many donations are tax-deductible. Donating a percentage of your sales for a given period of time can help create extra exposure for the charity as well as your business.

Spread the Word Don’t be shy about letting your customers know of your business’ generosity. Sharing your efforts through advertising can help educate people about a charity’s mission and could increase the amount of support for its cause.

For more information on donating to charities, visit BBB’s Wise Giving Alliance at www.give.org. To check the reliability of a business, visit bbb.org.

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Better Business Bureau, Inc.1005 La Posada DriveAustin, TX 78752

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AUSTIN, TX

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BetterBusinessBureau Trust Talk | December 2012

Trust Talk is published by Better Business Bureau 1005 La Posada Drive, Austin, TX 78752. Trust Talk is published for executives and employees of BBB Accredited Businesses in its 79-county service area. All rights reserved: the contents of this publication may not be reproduced in whole or part without written consent of the publisher. References to or mention made of any company, product or service herein is not to be interpreted, per se, as statements derogatory of such company, product or service, but as information obtained from sources believed to be reliable for the use of BBB Accredited Businesses and subscribers. Because the matters contained in this Trust Talk concern matters of the utmost public importance and concern in providing a free flow of information to our companies concerning business enterprises in the Central, Coastal, Southwest Texas and the Permian Basin area, BBB encourages BBB Accredited Businesses to contact their local BBB with any follow-up material concerning the reports in this newsletter or any other matter to assist BBB in fulfilling its function of improving the economic system through informed decision-making.

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Keep Your Reviews Honest This Holiday Season.................. New Accredited Businesses..…….……...........................................

Holiday Donations Could Help Your Business........................

October Activity Report....................…..................................................

In October 2012, your BBB...Increased total Accredited Business locations to 11,573Provided customers with 189,872 BBB Business Reviews Handled 1,962 disputesAssisted 5,730 people over the phoneHosted 441,456 website page views Sent 1,606 Request A Quote referrals to Accredited Businesses

Revocations

Garner’s Gardening Failure to maintain required licensing and failure to respond to BBB requests for further information to evaluate compliance with BBB Standards.

Smart Cars of Austin: Failure to respond to one or more customer complaints filed with the BBB.

In October 2012, your BBB was mentioned 847 times by 74 local media outlets including…

Get news as it happens! Join BBB’s press release list at: centraltx.bbb.org/press.

BBB Corporate Office1005 La Posada DriveAustin, TX 78752

Contact BBB

P: F: @:

512.445.4748 512.445.2096info@centraltx.bbb.org

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