Many companies have noticed serious grade inflation. Google Inc.’s YouTube says the videos on its site average 4.6 stars, because [>>]]]> A recent Wall Street Journal article (subscription required) made me wonder about the long-term viability of the social Web. The article is about Internet product/service ratings, and how the average grade is about 4.3 stars out of 5.

Many companies have noticed serious grade inflation. Google Inc.’s YouTube says the videos on its site average 4.6 stars, because viewers use five-star ratings to “give props” to video makers. Buzzillions.com, which aggregates reviews from 3,000 sites, has tracked millions of reviews and has spotted particular exuberance for products such as printer paper (average: 4.4 stars), boots (4.4) and dog food (4.7).

Seems like online graders aren’t very critical, huh? I’ve noticed that, in general and when people are *not* anonymous, social interactions online tend to be, well, friendlier than they can be in person. Perhaps it’s because connecting with someone online that you don’t know well requires a more welcoming, interested, eager tone of voice, or something to overcome the newness of the technology. And maybe this translates into ratings and reviews. Maybe.

You’ve heard about the groundswell and how Web technologies and connections are wresting control of corporate brands away from marketing departments, and that authentic engagement in social media is the only way marketers can influence their customers’ brand perceptions (and trust). And I’m sure you’ve heard that many people trust other customers’ perceptions and opinions more than they trust information coming from big corporations.

But if, like the article says, everybody online is giving overly positive ratings, will that trust hold? Will online buyers and reviewers start realizing that their peers are overly zealous bozos whose reviews and ratings have no critical value? And then will the pendulum swing back, and the groundswell will be the rising authority of the corporate brand?

What do you think? Will the pendulum swing back? If so, how long will it take?