Earlier this year, my spouse finally got round to creating a Facebook business page. He reached out to his network to increase his fan base, and welcomed reviews from clients. Out of the blue, a 3-star review appeared on their page, and he checked company records to discover they'd never worked with the person rating them.
Social media has dramatically changed the conversation between customer and vendor. Facebook, Twitter, and Yelp are some examples of the numerous avenues for rating one's experience. In principle it's a great concept, but in reality, rife with the possibility of skewing or extorting.
Networks are increasingly valuable because we can mobilise them to our advantage, as well as towards something or someone we enjoy or can vouch for. Don't debase or minimise that power by wielding it in a manner which compromises integrity.