Managing an Online Reputation

This article introduced me to the term 'astroturfing', meaning
generating a fake grassroots campaign, for example by having your
employees write raving reviews of their own company.

Managing an Online Reputation
By KERMIT PATTISON

Monitoring Web conversations, interacting with customers and honing
your technical know-how can help your business get ahead....

http://www.nytimes.com/2009/07/30/business/smallbusiness/30reputation.html