Small Business Resource

For small business owners, word of mouth advertising is one of the most effective ways to draw new customers. The online world has allowed such publicity to extend beyond the traditional reaches of one’s social group, with many consumer sites featuring reviews on local businesses and companies. Furthermore, many customers share their sentiments about products and services they’ve used on social networking sites, such as Twitter or Facebook. These tools allow your business to literally be made known across the planet!

While such online sites are great for generating new customers, it’s vital to spend time maintaining your business’ reputation and image online. For example, whereas a happy customer might encourage other online users to visit your business or utilize your services, an unsatisfied customer is just as likely to share his negative experience with others. It is important to stay aware of what your customers are saying online, and work to use those reviews and feedback comments to your advantage.

Popular websites such as Yelp, Yahoo Local, and Citysearch have become online havens for customers to express their sentiments about businesses they’ve worked with. One of the best ways to remain proactive as a business owner is to respond to each review you’ve received, whether the review is negative or positive. By expressing your gratitude for a happy customer’s patronage and encouraging them to visit your establishment again, you’ll reinforce the image of a business focused on great customer service. While negative reviews are not traditionally seen as a positive thing, by responding in a professional manner and attempting to right any potential wrongs, you’ll again demonstrate your commitment to customer service.

Social networking is another arena that’s become popular for customers to vocalize their feedback about local companies. Twitter is an example of a popular site that is frequently used to express both positive and negative feedback. Consider establishing a Twitter profile for your organization that will allow you to respond to user’s tweets about your organization. A quick search of your business’ name will show any recent chatter about your company, and will allow you to respond to their feedback in an appropriate way.

Facebook is a bit more difficult to master, as there’s no way of knowing exactly what your customers are posting on their walls and statuses. While no search function is available to find such comments, establishing your company’s presence with a Facebook Page or Group is a great way to give customers a feedback forum. You can also use such a service to link loyal customers to your company, and you may wish to share promotions information with them through the tools of such services.

Arguably, an online reputation is just as important as your real-world reputation. Ultimately, consumers who are considering the services or products of several different companies will likely seek out independent reviews of your organization. By ensuring that your company is well-represented online, you’ll be sealing the deal for those would-be customers who may still be on the edge.

Sarah Danielson writes for The Woodlands TX, your local guide to the best in shopping, dining, entertainment and more!

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