1. Obviously the “cover” email address you use for your account should not be traceable to you via a quick google search, nor should you “nick”.
2. Obviously your account should not bear your photograph or real name.
3. Obviously you should use the account to make multiple reviews, over a period of time, for a variety of differing businesses (hotels, restaurants, things to do etc), over a range of locations.
4. Obviously make sure that your track record on your account shows a range of different scores, not only very negative and/or very positive ones.
4. Obviously your review should be coherent – giving a very poor score that is not associated with real negative content (“it was really bad/I advise everyone to stay away/I hated it”) doesn’t sound convincing – cite fake facts too ( “the food was still frozen/ the bed had bugs in it). The same goes for massively positive content – back it up with fake facts.
5. Obviously don’t ask all your friends/family/employees to positively review your business at the same time – fifty great reviews in one day stinks. Spread out your requests over a period of weeks, even better, months.
6. Obviously don’t slam all your competitors on the same day either.
7. Obviously longer reviews with more detail that are well-written and substantiated with fake facts are more convincing.
8. Obviously if you a pretending to be an American tourist and you are in fact an Italian (Florentine?) restaurant owner, you need to make sure that your communication skills in a foreign language are in synch with who you are pretending to be.
9. Obviously if your business is badly run and you are generating fake reviews, then those most considerably out-number the genuine reviews (which will be bad), considerably, otherwise they will be swallowed up and rendered insignifcant in the grand scheme of things.
10. Obviously if you are trying to put your competitor’s excellently run business into closure via bad reviews, then to make a difference those bad reviews too must significantly outnumber the good reviews.
11. Obviously you have to maintain your flow of new fake reviews over the months and years, in order to minimise the impact of the genuine reviews.
12. Really really obviously don’t write the same negative view for two different competitors on the same day using the exact same words. Copy/paste is not convincing.
13. Screamingly-obviously, you are now going be devoting a great percentage of your working day to managing your fake Tripadvisor life (or will be paying an employee/consultant to do it on your behalf), and it just might be easier to invest that time and money in improving your business and getting some genuine great write-ups.