Can Customer Reviews Be Trusted?

This post originally appeared in our July issue of “Live Report from the Future of Marketing,” our monthly Post-Advertising newsletter. Subscribe for free here.

They're but one of hundreds of sites that allow anyone to publish their review of a business, product or service to the world, but on July 15, 6-year-old Yelp celebrated passing the 20 million review mark.

By any calculations, that’s an incredibly impressive number, especially considering all of those reviews are volunteer contributions by uninvested everyday people like you and me.