Small businesses have always known
importance of word of mouth. Many successful businesses have been built on word of mouth referrals, and many have been killed by bad word of mouth.But now
landscape is changing, making word of mouth more important than ever - only now, that word of mouth is being communicated on
Internet.
People - your customers - are turning to
Internet as their primary source of information on products and services. Instead of opening
yellow pages of their phone book, they turn to Yahoo or Google. And in addition to websites and listings for local businesses, they are finding ratings and reviews!
Sites like Amazon.com and ePinions pioneered product rating systems. In some categories, these ratings have become essential to a product's success: more than 60% of consumer electronics purchasers report that they consult online ratings before making a purchase decision!
Ratings have also become common is a few other business categories, such as restaurants and hotels.
But
online ratings explosion is just starting; Internet entrepreneurs are demonstrating that virtually anything can be rated online.
RateMyProfessors.com, launched in 1999, allows college students to rate - well, professors. The site has accumulated over 3 million ratings, and has spun off another site, RateMyTeachers.com, aimed at high school and elementary students.
ApartmentRatings.com has
most comprehensive database of apartment ratings, with almost 250,000 reviews. RateMDs.com was formed to allow patients to rate their doctors. A new site, ClubRatingz.com, allows patrons to rate nightclubs and bars (perhaps while recovering from hangovers?)
Rating sites are even risking
wrath of
legal profession: LawyerRatingz.com provides attorney ratings and reviews.
All of these sites feature a fair share of rants and raves. Many of
comments are semi-coherent ramblings, often typed with Caps Lock down. But surprisingly, over time and with enough ratings, a fairly accurate picture emerges. Some reviewers provide well-thought reviews and useful information. And
sites are being visited and read!