Mahindra reps caught placing fake comments on Motorbeam

Automotive website Motorbeam.com reported that Mahindra was caught astroturfing on their website. Coming from a manufacturer of Mahindra's repute, this is shocking, disappointing & saddening. We wouldn't have expected such fraudulent activities from Mahindra or its agencies. 

Astroturfing is when employees or beneficiaries of an organization pose as potential customers / average individuals and seek questions / give suggestions which indirectly manipulate and influence purchase decisions of internet readers.

Motorbeam reports that a social media agency handling the account of Mahindra two-wheelers posted several biased comments praising & promoting Mahindra two-wheelers. The team became even more suspicious when they found several positive comments on the fuel efficiency claims of the Mahindra Gusto scooter, which as per their long term report was unimpressive. A background check on these users revealed that the comments were from the same IP address. Motorbeam has since deleted the fake comments. 

Mahindra responded to Motorbeam's feedback and was 'apparently' surprised on hearing that their social media partner was involved in such unethical behaviour. Irrespective of Mahindra's unconvincing response, at the end of the day, these social media agencies are only representing the goals and work on the directives of their clients.

It's about time manufacturers realise the game-changing behaviour of the internet. Unlike the previous era where print magazines could be bought, no one can control the flow of information on the internet. It's the greatest enabler of our times.