Opting-Out isn’t always an Option

A local magazine, City Pages, recently published an article about local restauranteurs feeling burned by unfairly negative reviews on Yelp, the online search & review service. Yelp offers limited opportunities for business owners to dispute unfavorable reviews, and there’s no strong avenue (cost-free, that is) to counter them, aside from encouraging, whether directly or indirectly, other customers to write positive reviews. Spurious reviews aren’t a new thing, of course. There have always been plenty of people who will unfairly criticize a place of business — angry competitors, bitter ex-employees, hungry misanthropes — only now, these people have a much bigger soapbox to rant from, and due to the ubiquity of smartphones, that soapbox might be the first thing a potential customer experiences. Chances are, if you’re in business today, people are talking about you, and some of them are mad, connected, and loud.

Worst Smithy Ever.

The best thing that business owners can do is be aware and, when possible, get involved. Google Alerts is an excellent way to monitor your reputation online. Sign up for the free service, and Google Alerts will scour the web for your company name and send you reports on where you’re popping up. Additionally, find out where your audience gathers online to talk. Track down the forums that cover your business, and join the discussion. And remember, this isn’t a place to sell, it’s a place to contribute. Show expertise in your field, be helpful, ask questions — this is how you build an online reputation that can gain you customers, and maybe, silence a few of the critics.

Restauranteur? Visit Chowhound.

Brewer? Try BeerAdvocate.

Blacksmith? Iforgeiron.

If it exists in this universe, there’s a forum about it, and someone’s finishing a Worst of 09 list.

Constant Vigilance… isn’t worth it

This doesn’t mean non-stop, white-knuckled, late-night web-surfing. Find a few top sites, and check them out once a week. Skim through your Google Alerts and take action if necessary. Participate in the discussion, but don’t obsess. Just understand that everyone’s a critic, some of them are jerks, and some battles just can’t be won.

Read the CP article