More than 70 percent of consumers now consult online reviews before making purchases, and they take those picks and pans very seriously. A disgruntled but ignorant customer on Yelp might have more clout than any expert guidebook, magazine article or newspaper critic. Some savvy businesses have figured out how to navigate — and even profit from — the new world of ubiquitous customer reviews. Tancer takes readers on a journey inside that world, revealing how sites like Yelp, TripAdvisor, and many others are changing the way we interact. Readers learn, for instance, why one Los Angeles barber decided to advertise his one-star Yelp reviews.
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