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I'd give it 5 stars

View profile for Jennie Skingsley
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I was shocked to see the news last week (http://www.bbc.co.uk/news/business-33184207) that some companies are buying fake online reviews.

Paying for phony endorsements is not something I have ever considered, and certainly wouldn’t encourage. That’s some sloppy marketing!

My main problem with them is that these kind of reviews can’t ever be truly impartial, can they?  They end up being a shady form of advertising that build up a false image of the company, product or service. Advertising in itself is of course fine, but it needs to be clear that’s what it is. Much like on Twitter, when a paid-for endorsement (by a celebrity for example) should be obvious that’s what it is, or when an advertorial is marked as such in a magazine.

Trust is integral to building relationships with our clients, and if we build a false picture of the service we can provide, how can we effectively reach (or exceed!) clients’ expectations?

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