Restaurant Learns Online Reviews Can Make or BreakWhile many corporations hire communications experts to respond to every tweet, Facebook message and online review, the wave of digital feedback can be especially challenging for small businesses with small staffs, digital consultants said.

For one thing, there is so much online content to wade through. Roughly 60 percent of all adults get information about local businesses from search engines and entertainment websites such as Yelp or TripAdvisor, according to a 2011 study by the Pew Internet & American Life Project.

“Customer service is a spectator sport now,” said Jay Baer, president of Convince & Convert, a social media marketing consultancy in Indiana. “It’s not about making that customer happy on Yelp. That’s the big misunderstanding of Yelp. It’s about the hundreds of thousands of people who are looking on to see how you handle it. It’s those ripples that make social media so important.”

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