Businesses Spending More On Buying Social Media Reviews

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A recent Gartner report shows that by 2014 10 to 15 percent of all online reviews will be paid for by companies. Samuel Junghenn founder of social media company Think Big Online comments that this is a staggering figure and something to watch carefully.

Many marketers have turned to paying for positive reviews with cash including additional hits on YouTube videos in order to pique site visitors interests in the hope of increasing sales.”

A recent Gartner report shows that by 2014 10 to 15 percent of all online reviews will be paid for by companies. Samuel Junghenn founder of social media company Think Big Online comments that this is a staggering figure and something to watch carefully.

Social Media is a way for businesses to ethically engage with customers and help build and maintain relationships. It should not be used in a morally and unethically corrupt way like buying reviews of posting fake reviews.” Said Samuel Junghenn founder of Think Big Online.

This rise in paid reviews is also going to lead to several Fortune 500 brands facing litigation from the U.S Federal Trace Commission over the next two years. Jenny Sussin, senior research analyst at Gartner had this to say:

“Many marketers have turned to paying for positive reviews with cash including additional hits on YouTube videos in order to pique site visitors interests in the hope of increasing sales.”

According to the Gartner research study companies that have opted to pay for reviews have faced both public condemnation and also fines. In 2009 the FTC ruled that buying reviews without disclosing that the review was paid for was to be prosecuted as deceptive advertising.

“It’s shocking that ethically and morally corrupt people are paying for reviews even though it’s already been deemed to be illegal without disclosure. This is going to negatively effect social media and the use of social media long term.” Said Samuel Junghenn.

If you’d like to discover how to generate positive reviews from your customers without paying for them then contact the team at Think Big Online.

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Alisa Phanchalad