There are several things I look for. FIrst, I look at how well it's presented both visually, where applicable, and written. It's relatively easy to sense amateur production. Then I refer to the context of the expertise - how prominent are they in the blog, wiki, web page e.g. number of posts, references etc. I also, look at the background, experience, and credentials of the individual. Finally, how they're responded to by others weighs in as well. As to F2F, the same things tend to apply. However, body language, personal and chemistry come into play, which obviously aren't in play typically on the web.
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