Trending Topics on Twitter are viewed by marketers as a success measurement.

Positive Online Reviews are viewed by marketers as a success measurement.

Search Engine Optimization is viewed by marketers as a success measurement.

Yet, each one of these success measurements can be manufactured. Once someone has deemed a result worth measuring, someone will devise a way to manufacture that result.

Spammers are infiltrating Twitter trending topics and manufacturing results. Legit businesses like Squarespace have manufactured results. It’s a common tactic that is receiving backlash.

Lifestyle Lift, a cosmetic surgery company, published anonymous positive reviews online about its services (and got spanked for doing it). Belkin, a computer accessories brand, was caught paying people to write positive reviews about its products on Amazon.com

Unethical search engine optimization is rampant. There are countless ways websites can artificially increase their ranking and increase website traffic.

Yes. Any marketer can find ways to game the system to achieve desired results. However, is it worth it? Is the blip of success worth the stain of a brand forever living with a tarnished reputation?

If you believe your business has fallen into the “what gets measured gets manufactured” trap, consider using the WOMMA Ethics Assessment Tool. It’s a listing of 20 vital questions to ask to help guide your brand/business to making purposeful and ethical marketing decisions.