This is just one of the reasons why Cutts and others are telling companies to knock it off, while warning company employees that they might be entering dubious territory by following these kinds of commands from above.īeyond the Lifestyle Lift case, other kinds of online details reveal what happens when someone responds to sockpuppet marketing. This prominent case is often cited as an example of how sockpuppet marketing actually leads to actual prosecution. Cuomo, then New York state’s attorney general, and his office got involved enter the $300,000 fine. According to this 2009 New York Times article, Lifestyle Lift allegedly created and used fake online identities to hawk plastic surgery procedures, demanding that its employees "pretend they were satisfied customers." Andrew M. The $300,000 SockpuppetĪlthough Cutts never mentions the name of the company, a moderate bit of Internet sleuthing leads to details about the lawsuit: Lifestyle Lift Holding, Inc. So, if you’re doing things that you would feel ashamed of…then, you might want to reconsider the technique that you’re using," says Cutts. "If you’re marketing online, people take that as seriously as if you’re marketing in all other kinds of media.
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