Yelp! Ruibal’s Plants in Dallas, TX is not unlike many small garden centers, but for one big fan – Leigh “mess with the bull, you get the horns” P,. a frequent reviewer on the Dallas Yelp scene. Ruibal’s has a four star rating based on her review (and one other). Yelp is a localized search engine that directs shoppers to their destination, plus provides a forum for customer reviews (like Leighs), photos, and feedback. As it turns out Ruibal’s is just one of the 160 businesses reviewed by Leigh.
Last month’s TGC article featured ‘Leigh P’ in a review of another Dallas garden center.. When last we checked in on Leigh we found that In addition to the 160 Leigh has 206 friends. Leigh is what we would call an ‘influencer’. An influencer represents a sliver of your customer base, but their impact can affect hundreds, if not thousands of other shoppers. You see the opportunity represented by a Yelp, Google, or Yahoo review is not just the customers who know (and love) you, but the people that are connected by friends – and friends of friends, etc.
This is the challenge, and opportunity, represented by Yelp, Facebook, Twitter, YouTube and legions more. With all the new media outlets emerging, and more traditional advertising outlets drying up, it is only natural to turn a curious eye towards social media. But be careful, because success in social media requires a commitment to the process. This isn’t as simple as taking out an ad in the Yellow Pages. It takes focus, attention to detail and a willingness to seek out feedback, both positive and negative.
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