????當(dāng)然,，我們也不要只看最近的評(píng)價(jià)，或是最顯眼的網(wǎng)絡(luò)搜索結(jié)果,。大多數(shù)人都是懶人,，看東西只看摘要和最近的評(píng)論，而那正是各種聲譽(yù)管理公司最?lèi)?ài)朝我們下手的地方,。在好評(píng)的大海里淹沒(méi)幾條差評(píng)是最簡(jiǎn)單的事,，這當(dāng)然也是看商家有沒(méi)有請(qǐng)聲譽(yù)管理公司的最簡(jiǎn)單的方法。你也可以看看最正面或最負(fù)面的評(píng)價(jià)是否大多采用了類(lèi)似的語(yǔ)言（也可以編個(gè)程序檢測(cè)一下）,，這種方法雖然不完美,，但也有可能檢測(cè)出這些評(píng)價(jià)是否虛假，或經(jīng)過(guò)了一番“管理”,。

????最后,，如果社會(huì)資本真的像錢(qián)一樣，阻止偽造就將變得越來(lái)越重要,。同樣像制販假鈔一樣,，阻止偽造虛假評(píng)價(jià)與想方設(shè)法“制造”或“管理”評(píng)價(jià)之間的角力也在日益升級(jí)。隨著評(píng)分的經(jīng)濟(jì)影響越來(lái)越大,，造假的誘惑也會(huì)呈指數(shù)級(jí)增長(zhǎng),。

????口碑經(jīng)濟(jì)的美妙世界遠(yuǎn)遠(yuǎn)談不上美妙，甚至離誠(chéng)信也有很遠(yuǎn)的距離。因此,，你最好盡可能地相信那些不偏不倚的專(zhuān)家意見(jiàn),，只要你能找得到它們。其實(shí)在很多領(lǐng)域,，這些專(zhuān)家意見(jiàn)都不難找到,，只是有時(shí)你可能得付錢(qián)。很多報(bào)紙也刊登最佳餐廳的排行榜,，另外很多機(jī)構(gòu),，包括《消費(fèi)者報(bào)告》和Checkbook都在提供各種產(chǎn)品和服務(wù)的公正評(píng)價(jià)。

????當(dāng)然,，專(zhuān)家的節(jié)操也是可以買(mǎi)賣(mài)的,，不過(guò)比起大多數(shù)“水軍”，甚或那些為了利潤(rùn)而“管理”聲譽(yù)的企業(yè)來(lái)說(shuō),，專(zhuān)家顧及其社會(huì)地位,，會(huì)更加患得患失一些。不要讓簡(jiǎn)單的總結(jié)評(píng)分欺騙了你,，而不去花充足的時(shí)間去蕪存真,。即便是在口碑經(jīng)濟(jì)中，“謹(jǐn)防上當(dāng)”仍然是一條顛撲不破的真理,。（財(cái)富中文網(wǎng)）

????本文作者Jeffrey Pfeffer是斯坦福大學(xué)商學(xué)院組織行為學(xué)教授,。他的新書(shū)《領(lǐng)導(dǎo)力B.S.》將于2015年9月由哈珀柯林斯出版社出版。

????譯者：樸成奎

????審校：任文科

????Certainly don’t rely solely on the most recent reviews or the most prominent online search results. Most people are cognitively lazy, looking only at summaries and a few, recent reviews, and that’s precisely the behavior that reputation management of any form counts on. So drowning negative reviews in an ocean of positive ones is the simplest and, ironically, the easiest way to detect reputation management games. You can also read (or program a computer to read) the most positive and negative reviews to see if many of the reviews use similar language, a possible but not perfect indicator that they are fake or managed.

????In the end, if social capital is truly like money, preventing counterfeiting is going to become increasingly important. Just as in the case of money, there is an arms race between those seeking to prevent counterfeit ratings and those who seek to profit from the fact that reputations can be “manufactured,” or at least managed. And as the economic implications of ratings grow, the temptations to cheat will increase proportionately.

????The wonderful world of the reputation economy is far from completely wonderful—or even honest. Therefore, to the extent possible, you might be better off relying on unbiased expert opinions if you can find them. And you can in many domains, although sometimes you might have to pay. Many newspapers publish best restaurant lists, and numerous organizations, including Consumer Reports and Checkbook, seek to provide unbiased reviews of all types of products and service providers.

????Expert opinion can be bought and sold, too, but experts have more to lose and have more of their social identity tied up in their unbiased expertise than the people selling their ratings on some website, or maybe even than the companies who manage reputations for a profit. And don’t let the ready availability of summary scores induce you to not expend sufficient effort on discerning the best from the rest. In the reputation economy, too, “l(fā)et the buyer beware” is a useful guideline.

????Jeffrey Pfeffer is the Thomas D. Dee II Professor of Organizational Behavior at the Graduate School of Business, Stanford University. His latest book, Leadership B.S.: Fixing Workplaces and Careers One Truth at a Time will be published in September 2015 by HarperCollins.