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Many review sites leave business owners frustrated since they cannot respond. Here is a company that turned this threat into a great opportunity. Businesses should have a way to respond to negative comments and review sites should do away with reviewers’ anonymity, or create some alternate form of checks and balances (as Aaron Michael commented). TripAdvisor is a good example. Yelp apparently not.
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The opportunities for destination marketing organizations (DMO) have never been better to truly achieve WOM (both the mouth & mouse kind) and stimulate the buzz around a destination. What no DMO should attempt is try to control the dialog or manage it.
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Presentation about destination branding and the impact of web 2.0 and social media by Nicolaas on first Pecha-Kucha Night in Maastricht (20/01/09).
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Great article cross-posted from the EyeforTravel site. A take on how social media can and should primarily be used by companies on both a B2C and B2B front.
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