Don't cry Yelp

March 28th, 2007 • Posted by Bill Bice • Permalink

SpaTrade has a new article today, Making Online Review Sites Work For You, by Peggy Wynne Borgman:

In a plot twist straight out of a romantic comedy between totally mismatched, star-crossed characters, I have…gulp…fallen in love. How did this happen? For a couple of months, anyone who talked to me about marketing was likely to hear my rant about the dark side of user-generated-content.

Borgman goes on to give great advice about how to make online review sites work for you. It's well worth the read, along with a more indepth version in American Spa.

Borgman calls Yelp the "fastest growing and arguably most influential online review site," which is true in some metro areas, but CitySearch is still the granddaddy. The best thing is to find the local review sites with the most activity for your area. A great tactic is to do a search on Google Local for “category: Spas Beauty & Day” and your city, and see where it's getting reviews for spas.

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