Cracking down on fake reviews.
The marketing potential of social media has been recognized since its inception. And, for just as long, there have been those people who are willing to manipulate that potential. One of those ways has been the posting of fake reviews. This involves filling blogs and sites full of ostensibly genuine, satisfied-customer-written reviews, extolling the excellence of a product or service, when in fact, the reviews are churned out in-house, or by a review-generating mill. Another is stuffing the ballot box, as it were, by sending a flood of fake good reviews to the review listings for your own product, or fake bad reviews lambasting a competitor’s, on retailer websites, such as Amazon.com.
In his Social Media Safety Warning post of 15 July, Andy Sernovitz reports in the Huffington Post on the New York Attorney General fining a company $300,000 for fake reviews.
[The company] employees published positive reviews and comments about the company to trick Web-browsing consumers into believing that satisfied customers were posting their own stories. These tactics constitute deceptive commercial practices, false advertising, and fraudulent and illegal conduct under New York and federal consumer protection law. The settlement marks a strike against the growing practice of “astroturfing,” in which employees pose as independent consumers to post positive reviews and commentary to Web sites and Internet message boards about their own company.
“This company’s attempt to generate business by duping consumers was cynical, manipulative, and illegal,” said Attorney General Cuomo. “My office has and will continue to be on the forefront in protecting consumers against emerging fraud and deception, including ‘astroturfing,’ on the Internet.” —excerpted from the NY Attorney General Media Center
Sernovitz points out that this ruling now makes false reviews illegal. It’s no longer a gray area, open for broad interpretation. This is a boon for ethical social media marketers, businesses, and customers. It is now a time to rebuild trust and establish brand integrity.
A recommendation from a satisfied customer can be one of the most powerful marketing messages you can use. It is in your very best interest to collect them, and use them, but only if they are real!
Steve Lange
Senior Editor
Palo Alto Software
