Enterprises are increasingly likely to use fake user reviews to bolster their business via social media sites like Facebook.
As large corporations wrestle with social media platforms like Facebook and Twitter to sell their goods and services to an online, socially-interconnected audience, the temptation to write paid or fake reviews of products will grow, according to IT research firm Gartner. The company’s report predicts enterprise spending on paid social media ratings and reviews would make up 10 to 15 percent of all reviews by 2014, leading to at least two Fortune 500 companies being investigated by the U.S. Federal Trade Commission (FTC) within the next two years.
(Tina) I don't know if this insight from Gartner falls into the "please say it ain't true" or the "duh" category. Hopefully, companies will simply accept that being social is all about transparency, and that you can no longer "buy" your audience. We shall soon see.