i wouldn't trust the internet as a good source of references good or bad, i think its quite obvious that the internet is a platform for deceit, therefore, its very difficult to distinguish who is saying what to who and who is telling the truth to who...so what else can an organization do to establish credibility concerning these kinds of posts? i know corporate responsiblilty is popular these days so that a company establishes a good reputation, and word of mouth is the most powerful medium, even when a publics are established.