The New York Times recently reported on a company that offered VIP Deals for customers who submitted a review or their iPad covers. You could argue that the reviews could have been positive or negative, but we all know which way the company was implying. Every time a company does this, they erode the trust between consumers in general and online reviews.

Indeed, it makes clear sense that brands want their customers and advocates to create media. Reviews, videos of product trials, photos, and other media created by consumers benefit brands greatly. But paying per review isn’t the way to go.

Create a Reason to Share

Suppose you were going to offer about $30 of value to your customers to post a positive review. Right before you launched this campaign, you came to your senses and put the kibosh on it.

What could you do with those funds? How could you use them to give your customers a reason to review, share, and create with your product?

Key Takeaway: Creativity drives great word of mouth marketing. Put your resources there.

Read more about the ethics of online reviews at The Digital Influence Mapping Project