
I was at a small business networking event recently where the feature presentation was on using Social Networks as a business tool. As expected, they talked primarily about the “big 4″ – Facebook, Twitter, LinkedIn and YouTube. But what seemed to be overlooked was the power of local review sites such as Yelp.
Your social networking campaign needs to include review sites. There are many out there, but the biggest and most used are Yelp, Kudzu, Angies List and more reviews are being posted on Google Places on Google Maps. It is becoming standard practice for consumers to visit these sites before making a visit to their local business. User reviews carry a lot of weight in decision making.  A collection of great reviews on your business page can really drive your company – as we saw with one of our clients, Up and Down Garage Doors.
Up and Down Garage Doors is owned by Art Pifer and his business exploded when his Yelp page started collecting reviews by very satisfied customers. When Art realized the source of this new business (he didn’t originally post his company on  Yelp – one of his customers did) he embraced it and instantly took steps to monitor his online presence. The results he saw from Yelp provided justification for investing in his website and all other forms of Social Networking.
What can you do now?
The first step is to do a search for your company on the big review sites to see if any of your customers have started your page.  Next, you need to claim that page as the business owner to make sure the correct information is posted. Upload pictures of your business – this can be your staff, store, business card, etc. Now you need to keep an eye on the reviews you receive. Good or bad – they are all valuable.
Even bad reviews are valuable? Yes. A genuine complaint is an opportunity to make it right – odds are you would of never of known about the issue otherwise. Do what is within your power to satisfy your customer or correct what made the customer unhappy. You may find holes in your company that needed the outsiders perspective, and if your able to fix it you can count on a number of positive reviews to follow.