This week's video features Sony being called out for having a flog (aka a fake blog) for their PSP. The site, alliwantforxmasisapsp.com (now offline), was not convincing at all - offers were too promotional in nature and Zipatoni, the agency responsible for the blog, was clearly noted on the domain registration page.
When will companies learn? It's transparency and authenticity that matters in social media. In their rush to try to get something out that looks like it's user-generated content, they're missing the basics. First, you need to connect with and understand consumers so that you've giving them something worthy of passing along. Otherwise, it's just a poorly planned promotion that demonstrates just how little you think of your customers.