From the "Online Dangers" article of Consumer Reports Dec 2013, this advice (more for travel newbies - others please feel free to stop reading now) also seems particularly relevant to TripAdvisor and travel reviews (especially lately). For folks who think that it's a waste of time to read hotel and other reviews before booking - why would you spend more time researching a $$$ product vs. $$$$$ on vacation (where both dinero and time saved are spent??!).
Online user reviews can be helpful, but only if they're accurate. Unfortunately, that's not always the case. People might not have adequate knowledge of the product they're reviewing, or they might mislead readers because they have a financial interest in an item or in a competing one. Here's how to protect yourself:
• Keep an open mind. If you're really excited about a product, you might subconsciously give more weight to positive reviews than to negative ones. Try to maintain perspective.
• Find sources with many reviews. Three people saying that they like or dislike a product doesn't mean as much as dozens or hundreds who say so. Look for areas where people agree.
• Look for facts. Reviews that include factual statements are particularly useful because they can be verified. Does the TV really lack certain useful features? Is that refrigerator truly more expensive than other similarly equipped models?
• Focus on balanced opinions. A review that points out the good and the bad is likely to be more trustworthy than one that is all praise or condemnation.
• Compare with professional reviews. See how the user reviews compare with those from professionals, including the experts at CONSUMER REPORTS