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Warning: I’m a mixed media kind of guy.
While creating a positive buzz about your company can be one part of brand management, paying people to pose as satisfied customers is outright fraud. If you suspect a company of doing this, you should avoid that company.
Databazaar (a place where I used to spend about $6,000 per year on ink and toner) did something to create positive buzz that I considered ethical. Shortly after receiving my shipments, they would drop me an e-mail asking me to go to a specific site and rate them. Since they asked so nicely and they were a preferred vendor for me, I tried to oblige from time to time.
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