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The term “catfish” has been co-opted. No longer reserved for a delicious low-mercury dining option, it has become an epidemic of online socialization, with consequences that range from irritating to downright horrifying. And now, the phenomenon is spreading out from faux-Tinder hotties to businesses. Some unscrupulous companies are capitalizing on a fast-paced Internet outrage cycle to shirk accountability and renege on promises to their customers. There are several ways a company can catfish you, whether it’s:


  • Disguising “pulling a fast one on you” with “customer service”:

Image: Facebook, Colleen Kane


  • Taking, um, certain “creative liberties” with product images:


            Image: Twitter, Suzanne Bradish


  •  “Negotiating” with you on services you didn’t receive- Making promises they can’t keep, a fatal mistake when a promise is the bedrock of trust with customers and one of the most significant distinctions a brand can make


  • The big Kahuna of catfishing: not having a viable product at all (most recently and spectacularly demonstrated by the trainwreck of Theranos, a consumer health company positioned to be Silicon Valley’s next unicorn — until it came to light that their “revolutionary” technology was pretty much nonexistent )


To read our full article, and hear how Comcast is a Catfish contender, click here.



dotSucks Registry

By building an easy-to-locate, “central town square”, dotSucks is designed to help consumers find their voices and allow companies to find the value in criticism.


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