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Do You Fake Your Reviews?

Now that more advertisers are including consumer reviews and recommendations on their own sites -- and given the increased popularity of community review sites like CitySearch and TripAdvisor) -- some firms have decided to try to boost their brand's image by writing their own fake reviews. Problem is that sites like eBay and Amazon have conditioned confident online shoppers to sniff out (and often publicly lambaste) phonies. This piece lists some common "fake review" mistakes and, half tongue-in-cheek, offers advice for companies attempting to fudge recommendations in their own favor.

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