This is becoming more a more and more popular area. Don't shy away from bad reviews. Always respond to good or bad ones. Reviews will continue to be a deciding factor in a clients buying cycle.
Coming to terms with fake reviews.. In the same way that Google considers some forms of SEO to be unacceptable, they and other review sites dislike any reviews that aren’t organic -- yet fake reviews are still prevalent. Columnist Kevin Lee discusses the scope of the problem and why you should resist the temptation to solicit fake reviews.