Yelp and Small Business Does the Review Site Do More Harm Than Good?
“Yelp is destroying my small business.” These words are becoming more and more common. Small-business owners are taking their stories public, claiming Yelp is hurting their brand. But is this true? Can Yelp harm businesses? At a glance, Yelp is a website and app where people can promote their businesses, and consumers can post reviews of those businesses. Yelp can be a consumer’s deciding factor in which restaurant to visit, which cleaning service to hire, which grocery store to shop at, and so on. Business owners claim that Yelp tries to extort them. For example, Yelp calls a business to sell ads. The business declines and, suddenly, good reviews get buried. Some business owners have even claimed that the best reviews disappear altogether. In their place are the lowest reviews, or even poor reviews that weren’t there before. When people search for the business, the worst reviews are front and center. Additionally, business owners have noted that Yelp cold called them with the news that they have won an award for exceptional reviews. However, Yelp charges for the award, which is a plaque that can be displayed in the business, costing hundreds of dollars.
While the second example certainly isn’t extortion, it raises questions. The fact is that Yelp does cold call businesses to get them
to sign up for advertising packages, and in this, Yelp has leverage. If you don’t comply, they can alter what people see when they search for your business.
Business owners also point to discrepancies in reviews on Google, Facebook, and Yelp. They may have four- or five-star reviews on Google and Facebook, but their Yelp reviews may be noticeably lower. It’s no secret that advertisements represent Yelp’s primary source of revenue, and cold calling businesses can help drive that revenue. But can businesses defend against ad extortion? The answer is not really, unless businesses are willing to pay a big expense. Instead, the best defense is focusing on stellar customer service — and directing customers and potential customers to Google and Facebook reviews, ignoring Yelp altogether.
MEME CORNER
The Juicy Lucy is a burger with cheese hiding in the patty, and it is a staple in Minnesota. We think it should be a Fourth of July favorite nationwide. Juicy Lucy Sliders
Ingredients
• 2 lbs. ground chuck beef, 20 percent lean • 8 slices melting cheese (like American, Swiss, Muenster, or cheddar)
• 16 small potato rolls, toasted • Salt and pepper, to taste • Your favorite burger accompaniments
Directions
1. Divide beef into 16 evenly sized balls. 2. Rip cheese into roughly equal pieces, creating 16 equal portions. 3. Using your index finger, create a small indentation in each ball. 4. Fill indention with cheese and pinch meat around to seal. Then gently form balls into 3/4-inch-thick patties. Season patties. 5. Meanwhile, heat a cast-iron skillet to medium-high. 6. Lightly coat skillet with oil and cook patties in batches. Brown one side undisturbed, about 3 minutes. Carefully flip and cook until desired doneness, about 3 minutes for medium. 7. Serve on toasted potato rolls with your favorite accompaniments.
Inspired by Bon Appétit Magazine
3 www.bostonbrick.com |
Made with FlippingBook - Online Brochure Maker