Here’s an interesting article on the credibility of online reviews from the New Scientist, flagged by Helen Guyatt (@).
In discussing the need to clean up the world of online reviews, researchers identify that
“reviews with a balanced tone tend to be trusted.”
“slick-looking reviews can actually weaken that trust.”
Those are interesting lessons for all forms of content marketing. The point about balance was also raised in the Harvard Business Review article on certainty.