Onefold Denver restaurant owner, Mark Nery, is a regular critic of his online critics (Photo: Instagram)
Consider your audience’s response.
That’s a cardinal rule for consumer brands when developing digital content. But does the same now go for consumers aiming to critique these brands online?
In an age in which critics have become brands unto themselves, that notion is certainly an interesting one. And one of my favorite Denver restaurants provides a captivating case study.
If you’re a brunch junkie, you’ve done yourself a disservice if you haven’t been to Onefold in Denver, a quaint spot that artfully weaves comfort foods of the Asian, French and Mexican persuasions. That is to say, there’s always a line out the door and it’s highly likely you’ll be dining amidst a sea of chambray and skinny jeans.
As review sites like Yelp, Angie’s List and TripAdvisor continue to grow both in consumer use and search engine value, we at GFM receive more frequent questions from clients regarding how to manage a brand’s reputation on these sites. While in the eyes of a business owner review sites can look like the “Wild West,” understanding the etiquette associated with each platform and spending time to monitor and engage in a meaningful manner can go a long way.
We asked our friends Tiffany Nieslanik, Yelp Regional Director – West, and Frances Grinsfelder, Denver Yelp Community Manager, to provide some of their best tips to help navigate reviews:
We’ve been back from SXSW for nearly two months, but this presentation by Jen van der Meer, a former Wall St. executive turned analytics guru, has us continuing to applaud. Statistics, logic, reason, pictures of kittens…all to explain how we should be shifting our approach to social media metrics.
Mashable: How automating social media marketing could hurt Facebook
Tools to help us automate the process of posting content to social media platforms are becoming more prevalent. At what point do they take the “social” out of social media and start hurting platforms like Facebook?
Open Forum: Businesses that are driving profits with FourSquare
We hear a lot about how location-based networks “don’t matter,” but don’t tell that to these four businesses. FourSquare, a SmartPhone app that allows customers to check in at locations worldwide, and similar platforms have the potential to drive business for certain brands – if you’re using them correctly.
Pinterest, a virtual pinboard, only has 7% of the membership that Twitter has, yet it drives nearly as much referral traffic. Cision, a tool used by GFM to monitor media and connect with reporters, explains a few simple steps you can take to drive even more traffic to your site from Pinterest.
Most people know that you need to respond to negative reviews, but how can you minimize the damage with a well-written response? While this article is specific to the popular online review site Yelp, the principles apply across platforms.