Small businesses are especially dependent on favorable testimonials — and for many consumers, online forums have become the favored means of sharing feedback about businesses and products.
“About 60% of Americans are putting content on the Web, and it can affect how your product or service is perceived in the marketplace,” Pete Blackshaw, Nielsen Online’s EVP of Digital Strategic Services, told Fortune Small Business in a recent Q&A.  “Consumers trust each other more than they trust advertisers or businesses.  The question is, how do you turn it to your advantage?”
In general, …