If your head starts spinning whenever tech-savvy people start riffing about things like SEO, SMM, SEM, CPC, CTR, and so on, you're probably not alone. To make heads or tails of social media, I recently caught up with Ross Taylor, owner of Alameda Internet Marketing, a Bay Area SEO company that specializes in helping small- and medium-sized businesses get found online.
Having half-hearted recommendations makes you appear as though you don't have a backbone--not a message you want to convey to the world. Declining may not be easy, but it's better than having you look weak. By the same token, a strong, well-crafted testimonial also highlights what you believe is important and positively reflects on your values and credibility.