SUBSCRIBE
SUBSCRIBE
EXPLORE +
  • About infoDOCKET
  • Academic Libraries on LJ
  • Research on LJ
  • News on LJ
  • Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Libraries
    • Academic Libraries
    • Government Libraries
    • National Libraries
    • Public Libraries
  • Companies (Publishers/Vendors)
    • EBSCO
    • Elsevier
    • Ex Libris
    • Frontiers
    • Gale
    • PLOS
    • Scholastic
  • New Resources
    • Dashboards
    • Data Files
    • Digital Collections
    • Digital Preservation
    • Interactive Tools
    • Maps
    • Other
    • Podcasts
    • Productivity
  • New Research
    • Conference Presentations
    • Journal Articles
    • Lecture
    • New Issue
    • Reports
  • Topics
    • Archives & Special Collections
    • Associations & Organizations
    • Awards
    • Funding
    • Interviews
    • Jobs
    • Management & Leadership
    • News
    • Patrons & Users
    • Preservation
    • Profiles
    • Publishing
    • Roundup
    • Scholarly Communications
      • Open Access

September 18, 2012 by Gary Price

Forecast: Gartner Says By 2014, 10-15 Percent of Social Media Reviews to Be Fake, Paid for By Companies

September 18, 2012 by Gary Price

Here’s yet another reason why digital literacy and info literacy are essential skills for all.
Government intervention MIGHT only be part of the solution.
Librarians and other info professionals can and should play a massive role in informing/teaching on this and other digital literacy issues. Yes, you’ve heard this before but we think it needs to be repeated on a regular basis.
From Gartner Research:

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, Inc. 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.”

[Clip]

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.”

Filed under: Associations and Organizations, Management and Leadership, News, Video Recordings

SHARE:

About Gary Price

Gary Price (gprice@gmail.com) is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. He earned his MLIS degree from Wayne State University in Detroit. Price has won several awards including the SLA Innovations in Technology Award and Alumnus of the Year from the Wayne St. University Library and Information Science Program. From 2006-2009 he was Director of Online Information Services at Ask.com. Gary is also the co-founder of infoDJ an innovation research consultancy supporting corporate product and business model teams with just-in-time fact and insight finding.

ADVERTISEMENT

Archives

Job Zone

ADVERTISEMENT

Related Infodocket Posts

Government Publishing Office (GPO) Director Intends to Adopt Task Force Recommendation on a Digital Federal Depository Library Program...

From the FDLP/GPO: The U.S. Government Publishing Office (GPO) Director Hugh Nathanial Halpern has responded to the Feasibility of a Digital Federal Depository Library Program: Report of the GPO Director’s ...

AP: "Boston Symphony Orchestra Plan to Digitize John Williams Concerts Almost Complete"

From the Associated Press: An effort to digitize more than 200 Boston Pops radio broadcasts conducted by John Williams from 1979 until 1991 is almost complete, the Boston Symphony Orchestra ...

Louisiana: "AG Releases Report on 'Sexually-Explicit' Content in Public Libraries"

UPDATE (Feb. 8): We’ve added a link to a statement by the Louisiana Library Association at the bottom of this post. From the Lafayette Daily Advertiser: Louisiana Attorney General Jeff ...

Minnesota: Over St. Paul Mayor’s Objections, Hamline-Midway Library Added to National Register of Historic Places; Wisconsin: Interim Vice...

Association of American Publishers (AAP) Announces Finalists And Category Winners For 2023 PROSE Awards Minnesota: Over St. Paul Mayor’s Objections, Hamline-Midway Library Added to National Register of Historic Places National ...

Collections: JSTOR is Introducing a New Archive Fee Model Option

From a Letter by Ithaka President Kevin Guthrie: I recently shared the 2023 priorities ITHAKA has set to help provide the infrastructure the academic community needs to support research, teaching, and learning ...

Funding: HathiTrust Receives 5-Year, $1 Million Grant From Mellon Foundation

Here’s the Full Text of HathiTrust Announcement: HathiTrust, a member-based organization hosted by the University of Michigan, has received a 5-year, $1 million grant from the Mellon Foundation to fund ...

Library as Publisher: "UMass Amherst Libraries Announce Publication of Open-Access Peregrine Falcon Curriculum

From UMass Amherst Libraries (Full Text): The University of Massachusetts Amherst Libraries are pleased to announce the publication of The UMass Amherst Libraries Falcon Curriculum: An Open Source, Common Core PreK-12 ...

Report From Annenberg/UPenn: "Americans Don’t Understand What Companies Can Do With Their Personal Data — and That’s a...

From the Annenberg School of Communications/U. of Pennsylvania: In a new report, “Americans Can’t Consent to Companies’ Use of Their Data,” researchers asked a nationally representative group of more than ...

Fast Company: "Study: Over 50% of Academics Admit to Pirating Research Papers"

From Fast Company: More than 50% of academics have used piracy websites like Sci-Hub in order to bypass paywalls for research they want to access, according to a recent study published in ...

AI Models Spit Out Photos of Real People and Copyrighted Images; New Web Archives from Columbia University Libraries...

AI Models Spit Out Photos of Real People and Copyrighted Images (via MIT Technology Review) California: Orange Unified School District Reinstates Digital Library After Parent Concerns (via Voice of OC) ...

Journal Article: "Libraries Advancing Health Equity: A Literature Review"

The article linked below (full-text) was recently published Reference Services Review. Title Libraries Advancing Health Equity: A Literature Review Authors Amanda J. Wilson National Library of Medicine Catherine Staley National ...

Chicago Sun-Times Editorial Board: "As Libraries Turn the Page on Bookmobiles, Something is Lost"

From the Chicago Sun-Times Editorial Board: Anyone who has spent time on a bookmobile has learned enough to know nothing withstands the change of time. Still, we lament the slow ...

ADVERTISEMENT

FOLLOW US ON TWITTER

Tweets by infoDOCKET

ADVERTISEMENT

This coverage is free for all visitors. Your support makes this possible.

This coverage is free for all visitors. Your support makes this possible.

Primary Sidebar

  • News
  • Reviews+
  • Technology
  • Programs+
  • Design
  • Leadership
  • People
  • COVID-19
  • Advocacy
  • Opinion
  • INFOdocket
  • Job Zone

Reviews+

  • Booklists
  • Prepub Alert
  • Book Pulse
  • Media
  • Readers' Advisory
  • Self-Published Books
  • Review Submissions
  • Review for LJ

Awards

  • Library of the Year
  • Librarian of the Year
  • Movers & Shakers 2022
  • Paralibrarian of the Year
  • Best Small Library
  • Marketer of the Year
  • All Awards Guidelines
  • Community Impact Prize

Resources

  • LJ Index/Star Libraries
  • Research
  • White Papers / Case Studies

Events & PD

  • Online Courses
  • In-Person Events
  • Virtual Events
  • Webcasts
  • About Us
  • Contact Us
  • Advertise
  • Subscribe
  • Media Inquiries
  • Newsletter Sign Up
  • Submit Features/News
  • Data Privacy
  • Terms of Use
  • Terms of Sale
  • FAQs
  • Careers at MSI


© 2023 Library Journal. All rights reserved.


© 2022 Library Journal. All rights reserved.