Leadership and Executive Development for women of all races, cultures and backgrounds
Issue link: https://diversitywoman.epubxp.com/i/510478
40 D I V E R S I T Y W O M A N Summer 2015 d i v e r s i t y w o m a n . c o m Far From the Madding Crowd Many crowdsourcing websites have cropped up to compete with Yelp, TripAdvisor, and Angie's List. Here are some that DW recommends. • Avvo.com: Directory listings and reviews of lawyers in every state. • Foursquare: This location-based check-in app spun off the Swarm app, and Foursquare now focuses on reviews in hopes of competing with Yelp. • Glassdoor: Workplace culture re- views and salary reports for specifc companies. • Judy's Book: Local business reviews, similar to Yelp and Angie's List. • LocalEats: App and website for top lists of restaurants in major cities—like Yelp but fltered to focus on higher-end eateries. • StreetAdvisor: Consumer reviews of streets and local businesses, geared toward home buyers and renters interested in better under- standing an area, neighborhood, or specifc street. • Waze: Traffc and navigation app. DW Life > But it can be hard to know how to sift through reviews or whether to trust crowdsourced ratings more than profes- sional reviews. Angie's List came under fre in 2013 when Consumer Reports not- ed that businesses that pay to advertise on Angie's List are pushed to the top of search results, though this is not obvious to users. A documentary flm currently in production seeks to answer whether Yelp manipulates reviews and ratings by tacitly agreeing to hide bad reviews when local businesses advertise on the site. Even as bad publicity and potential problems abound, most travelers—and an increasing number of locals—use these sites regularly to fnd dependable retailers, reliable hotel options, or small businesses worth supporting. Review sites ofer a symbiotic relationship on which many proprietors rely. A 2011 study by Har- vard Business School assistant professor Michael Luca found that a positive evalu- ation on Yelp leads to increased business for restaurants. Te study also found that reviewers favor independent restaurants rather than chains, which is good news for local hamburger joints trying to compete with McDonald's and Wendy's. Sifting wheat from chaff When Scottsdale, Arizona, spa owner Heidi Lamar purchased her business more than a decade ago, she quickly discovered the impact reviews could have on her in- dependently owned and operated resort. Like most business owners, she says that bad reviews are frustrating but notes there are several ways to use bad reviews to in- form your decision-making. "Listen most closely to the reviewers who sound like you and your friends," she sug- gests. "Tey probably see things the way you do. If a review concerns you, check out the reviewer's other reviews. Some people are only happy when they are not." She also notes that unfavorable reviews are a way for business owners to interface in a produc- tive, positive way with the public, and that users should pay attention not just to the reviews but also to the business owner's re- ply. "Look for responses to reviews from the business to get a glimpse into their culture and guest service philosophy," she adds. Lamar's vested interest in the topic even landed her a spot on Yelp's Small Business Advisory Council, a group of 25 small-busi- ness owners from around the world who give the review site managers feedback on how to improve the tool. Business owners like Lamar stand to beneft from a site that flters the best reviews to the top, but she stands to gain even more from helping the company produce quality, credible results that highlight her strengths as a business owner who operates a reputable company, takes customer complaints seriously, and addresses issues as they arise. Your lasting impact Many travel and hospitality industry ex- perts agree: online reviews are critical to a hotel or restaurant's popularity, and often to its survival. Jane Coloccia Teixeira is a communications management special- ist in Dana Point, California. Her frm responds to TripAdvisor reviews on be- half of several hospitality industry cli- ents. She says that bad reviews can be a wake-up call for management to address areas where service is lacking and to fnd ways to better serve guests. By doing so, a business can improve its overall profle and make the best of a bad situation. Coloccia Teixeira also notes that not every reviewer is an honest patron. "I've worked with many hotels where the guest will contact management, ask for an upgrade to the best room in the hotel, and then threaten if they don't get it they will leave a bad review on TripAdvisor," she says with frustration. Colleen Devanney, a senior associate at one of the 200 largest law frms in the country, adds that while traveler reviews can be a great tool, the ease of access makes them subject to abuse. "Many re- view sites do not require any confrma- tion that the traveler even stayed at that location," she explains. "Tis means that anyone, including competitors, can post a negative review, and a business can see a great decline in trafc as a result." So how should busy professionals and business travelers fnd the best results? Even if it seems unnecessarily time-con- suming, cross-reference reviews across sites. Popular hotels will show up on both Yelp and TripAdvisor, as will many res- taurants and transit providers like taxi companies and shuttle services. If you see a particularly negative review, look at the user's profle to determine whether the user often posts unfattering ratings. If you do have an unsatisfying experience with a highly rated business, talk to man- agement before writing a negative review. An in-person discussion will likely solve the problem in a more direct, efcient manner and give you the opportunity to have a bet- ter overall experience. Even for busy execu- tives, that is time well spent. DW Brittany Shoot is a regular contributor to Diversity Woman. Find her work at brittanyshoot.com