Passionate about technology, media and chocolate eclairs, I've worked in web and print for over twenty years and now run a digital media consultancy in Scotland.
How much do we trust testimonials? On brochures and websites, they might be taken with a pinch of salt. A selection of the most glowing remarks hand-picked to serve a purpose.
It’s overt marketing and people know that.
Enter review sites. They allow totally independent reviews, good and bad, to appear against an establishment’s listing on a third-party site. It’s a good system, but open... 
It’s been said that a bad review can be good for business.
Good reviews are naturally sought and welcomed by most, but what do your potential customers think when 100% reviews are good.
If, as they say, nobody’s perfect, does this point to something fishy.
Not necessarily, but how you handle a bad review shows you are human, shows you care and shows that it’s true, nobody is perfect, but...
