Converse With Your Customers, Rather Than Market At Them

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Executive Summary

Online review site Yelp has been causing quite a stir in the small business community for a few years now. By allowing anyone to write reviews about any business, Yelp has empowered the general public with the power once held only by professional restaurant reviewers and reporters. Of course, with this newfound power comes its fair share of controversy. Before Yelp, if a customer had a bad experience, they could fill out a nasty comment card (and hope someone read it) or complain to the manager and hope for some sort of resolution.

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