An article by Wil Reynolds in this month's MarketingProfs.com will appeal to those readers who harbour some paranoia about customer opinion.

Titled "Listen Up: Your Customers Are Talking About You Online", the article starts by revealing the results of a recent survey that show 26% of adult users of the Internet (about 33 million people) in the US alone have rated a product, service or person using an online rating system.

"Simply said, people are talking online, and they are likely talking about your company or its products and services, especially if you are selling direct to consumers. Online reviewers absolutely realize that the reach and impact of their sentiment about your company is greatest on the Web, especially compared with all other communications means (mail, email, phone, fax, face to face, etc.)"

The article also analyses the growing power of blogs and also forums in harnessing public opinion:

"Do not neglect the importance of blogs and how they affect the way your brand, products and services are perceived. Often these blogs become little fiefdoms with large followings and tremendous influence; they become trusted sources of information to their audiences, which will often revisit these blogs to stay on top of their recommendations and reviews [...]

"The same methods used for staying on top of blogs can be used to help you do the same with forum postings. Usually, forums allow anyone to post, so that sense of an individual's authority on a topic is lessened."

If you want to know what others are saying about you then the full article is well worth glancing at.

In terms of blogs, I have previously mentioned the few that canvass the thoroughbred industry.

Re. forums - there are a large number to choose from. A couple to consider are as follows (note that the quality of comment varies quite markedly between them):

Thoroughbred Champions
Thoroughbred Village
The New Horse Racing Community Forum (MSN Members only)
AAP Racing & Sports
Asian Racing Forum
Lord Lodge Forum
The Racing Forum(UK)
Final Furlong Racing (UK)