Gartner Research

The Consequences of Fake Fans, 'Likes' and Reviews on Social Networks

Published: 24 July 2012

ID: G00232528

Analyst(s): Jenny Sussin , Ed Thompson

Summary

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.

Table Of Contents
  • Impacts

Analysis

  • 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% of all reviews by 2014
  • Increased media attention to fake social media ratings and reviews will result in at least two Fortune 500 brands facing litigation from the FTC over the next two years
  • Consumer perception of tightened government regulation and increased media exposure of fake social media ratings and reviews will increase consumer trust in new and existing social media ratings and reviews

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