According to a story by Geoffrey Fowler and Angus Loten in the Wall Street Journal, lost in the buzz over Yelp, Angie’s List, and other online review sites “is the original feedback venue: the 100-year-old Better Business Bureau, which vets and investigates consumer complaints against companies—and charges fees for memberships, providing businesses that meet its standards with the right to use its seal of approval. Behind the scenes, the BBB’s 116 independent branches are debating how to adapt to a world where consumers turn to the Web for business reviews by strangers. The nonprofit BBB risks losing its Internet moment if it doesn’t respond, say customers and executives at several of the group’s largest branches, who have begun experiments in user-generated reviews. The BBB’s Web sites attracted 4.1 million U.S. visitors in February, according to comScore Inc. Yelp, where consumers can leave reviews anonymously, attracted 30.6 million; Angie’s List, where paying subscribers post reviews, attracted 2.4 million.”

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