Friday, February 27, 2015
Search
  
Submit your own News for
inclusion in our Site.
Click here...
Breaking News
Lenovo Offers Free McAfee LiveSafe Following Superfish Security Concerns
Yahoo Gains Search Share
Twitter To Offer More User Safety Features
Google to Start Ranking Mobile-friendly Sites Higher
Qualcomm Extends LTE to Unlicensed Spectrum to Enhance Mobile Experiences
Toshiba Develops Multicore SoC For Image-Recognition Applications
Samsung Says Semiconductor Technology Can Easily Scale Down to 5nm
Ericsson Sues Apple Over Patent Infringement
Active Discussions
burning
nvidia 6200 review
Hello
Burning Multimedia in track 0
I'm lazy. Please help.
sanyo e6 camera
need help on some cd burning...
Why Double Logins ?
 Home > News > General Computing > Gartner...
Last 7 Days News : SU MO TU WE TH FR SA All News

Monday, September 17, 2012
Gartner Sees More Fake Reviews On Social Media In The Next Few Years


Consumers' increased reliance on social media ratings and reviews will see enterprise spending on paid social media ratings and reviews increase, making up 10 to 15 percent of all reviews by 2014, according to Gartner.

However, analysts predict that increased media attention on fake social media ratings and reviews will result in at least two Fortune 500 brands facing litigation from the U.S. Federal Trade Commission (FTC) over the next two years.

"With over half of the Internet's population on social networks, organizations are scrambling for new ways to build bigger follower bases, generate more hits on videos, garner more positive reviews than their competitors and solicit 'likes' on their Facebook pages," said Jenny Sussin, senior research analyst at Gartner. "Many marketers have turned to paying for positive reviews with cash, coupons and promotions including additional hits on YouTube videos in order to pique site visitors' interests in the hope of increasing sales, customer loyalty and customer advocacy through social media ?word of mouth? campaigns."

Organizations who opt to pay for phoney reviews can, and have, faced both public condemnation as well as monetary fines. In 2009, the FTC determined that paying for positive reviews without disclosing that the reviewer had been compensated equates to deceptive advertising and would be prosecuted as such.

"Marketing, customer service and IT social media managers looking to use reviews, fans and 'likes' to improve their brand's reputation on social media must beware of the potential negative consequences on corporate reputation and profitability," said Ed Thompson, vice president and distinguished analyst at Gartner. "CMOs will need to weigh the longer-term risks of being caught and the associated fines and damage to reputation and balance them against the short-term potential rewards of increased business and the prevailing common business practice in their market, often regardless of ethics."

As the FTC begins to crack down on this practice of fake reviews/ratings, some reputation management companies are taking a different approach, not posting new, fake, favorable reviews, but identifying fake and defaming reviews and requesting the reviewers or host site remove them or face legal repercussions. Gartner analysts said they expect a similar market of companies to emerge specializing in reputation defense versus reputation creation.

Gartner believes that although consumer trust in social media is currently low, consumer perception of tightened government regulation and increased media exposure of fake social media ratings and reviews will ultimately increase consumer trust in new and existing social media ratings and reviews.

"Organizations engaging in social media can help to promote trust by openly embracing both positive and negative reviews and leveraging negative reviews as a way to encourage customers with positive product or service experiences to share them on review sites as well," Ms. Sussin said."They should also respond to ratings and reviews in an official capacity to demonstrate willingness to engage in productive conversation with anyone."


Previous
Next
Google Acquires Instagram Competitor        All News        Lexar Announces First 256GB SDXC UHS-I Memory Card
Google Acquires Instagram Competitor     General Computing News      Hitachi Chemical and Institute of Microelectronics to Develop 3D IC Packaging Material Technologies

Get RSS feed Easy Print E-Mail this Message

Related News
Twitter To Offer More User Safety Features
Facebook Wants You Online Even When You Die
Facebook Unveils "6-pack" Networking Switch
Facebook Expands Free Mobile Internet Service To India
Content Removal Requests To Twitter Increased
Twitter Reports Strong Revenue But User Growth Slows
Tweers may Be Returning to Google Search
Twitter To Offer Ads To Outside Websites
Facebook Introduces Place Tips in News Feed
Facebook Reports Strong Fourth Quarter
Facebook Intros Trending Super Bowl
Twitter Gets Group Messaging and Video Recording

Most Popular News
 
Home | News | All News | Reviews | Articles | Guides | Download | Expert Area | Forum | Site Info
Site best viewed at 1024x768+ - CDRINFO.COM 1998-2015 - All rights reserved -
Privacy policy - Contact Us .