Switchfast Blog: The Future of IT
Small Businesses Get Their Way with Yelp
Thursday, April 08, 2010 by Bryan Anderson
After sustaining heavy criticism for allegedly unethical
practices, the business review website Yelp announced major
changes. According to the LA Times, "10 small businesses, including
four in Southern California, filed a federal class-action lawsuit
accusing Yelp of pressuring them to advertise in exchange for
removal of negative evaluations and other manipulative
practices."
Yelp's website included an automated filter set up to remove
"spam" reviews, or fake, malicious, questionable content (similar
to the new feature of social
booking site Reddit). Of course, this system would end up tossing a
few worthy reviews by the wayside, angering customers and
businesses alike.
More controversial, a business purchasing advertising on the
site could designate a "Favorite Review" - undermining the
credibility and transparency of the website. Allegations claimed
that Yelp tried to leverage control of reviews in exchange for
advertising dollars.
According to CNET, the changes will reflect a renewed
commitment to transparency.
- Anyone can see reviews that were previously hidden by its
automated filter
- No more "Favorite Review" option that was being sold to
advertisers
Both changes seem like common sense if you plan on running a
company that prides itself on "connecting people with local
businesses."
As small businesses begin to shape the technology industry, this
result might help one understand their role in the larger business
community.
If you are a prominent Yelp contributor, are these changes
enough? Or is Yelp's validity on the line with all of these
complaints of "review abuse"?
Until next time -
Matthew Hymel
Switchfast Technologies
Chicago IT Support &
Consulting
Rochester
IT Support & Consulting
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