Engage customers to gain word of mouth

User-generated review sites like Amazon and Yelp are "the best things to happen to small-business owners," writes Yelp manager Luther Lowe. They provide free advertising against big-box brands and unbiased feedback on what a business could do to improve. "Business owners shouldn't exempt themselves from this discussion," Lowe adds, noting that "Web sites that provide a channel for business owners to communicate with customers ... are proving to be the most successful in effectively harnessing word of mouth." Read more at SmartBlog on Social Media

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