Beware Online Reviews

Kashmir Hill goes down the rabbit hole of bogus reviews and reputation-building:

I picked up 200 Facebook fans for $5 and glowing 5-star reviews on Yelp and Facebook; my only guidance when I paid up was that they note our “unbelievable selection of songs.” The rest was their invention.“This is a great place to get your groove on,” wrote a woman on Yelp. They called the nonexistent song-slewing truck fantastic and amazing and praised our wonderful service. But they also added details that made the reviews look real: they had stories in them, about hiring the truck to sing with colleagues during a conference and for a kid’s birthday party.