A new restaurant opens nearby, and our favourite foodie blogger raves about it. We’re thinking of renovating the kitchen, so we seek out client feedback on local contractor websites. The performance run of a small indie play is held over because its word-of-mouth buzz goes viral on Twitter.

Thus lies the power of the good review.  Likewise, if others trash the restaurant, the contractor or the play, we can be equally influenced to stay away, too.

Reviews are powerful because, unlike old-style advertising, they offer some illusion of truth coming from real live people. But it turns out that a disturbing number of consumer reviews are bought and sold – just like everything else in marketing.   Continue reading →