Fake reviews on the rise - Just another weapon in the PR arsenal or a slap in social media's 'face'?

Text100 client Gartner's Report "The Consequences of Fake Fans, 'Likes' and Reviews on Social Networks" predicts that by 2014, 10-15% of social media reviews will be paid for. With the rabid drive for likes, fans, and followers, brands are using cash, coupons and promotions to pay for good reviews.

While paying for endorsement is hardly a new thing, modern marketers have to weigh up the possible benefits against potential damage to their reputation and also legal ramifications.

What says the group? Is the return greater than the risk? Do give-a-ways in return for positive shares on Facebook or using a competition #tag to potentially win a prize fit into this cash-for-comments model? Should we accept this as a cost of doing business - or fight against it with all of our might?

Add your thoughts in Text100's LinkedIn group, Communication Conversation...