Tip Sheet: Employees: The Best Tool in Your Comms Arsenal

In a world where peer recommendations are a highly effective and influential form of marketing, businesses are feeling the pressure to keep pace—and taking some drastic measures to do it. According to an Aug. 19 New York Times article, businesses are increasingly hiring external partners and freelancers to post positive online reviews as if they were coming from real customers. Otherwise-honest companies “cheat” the review system to avoid losing the online race for positive mentions. While ethics are not in their favor, the data certainly supports them: 87% of consumers trust a friend’s recommendation over a critic’s review (Marketing Sherpa).

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