This column by Rob Lovitt on MSNBC describes some of the issues of what’s generally called user generated content or social media very well. Individual comments are based on personal bias and may not be representative. It’s the cumulative effect that provides the value. Whether organizations like it or not, this is the new reality they all have to deal with. Might as well embrace and make the best use of it. In the long term it’s better to have well informed customers and transparency in the marketplace anyway.