Yelp Has Our Help

Saul Hansell writes in Bits that Yelp is succeeding in part because it puts citizen reviewers at the top of its list of constituencies to serve. This makes the site a poster child for user-centric design.

Responding to criticism from business owners that some user reviews are unfair, Yelp also recently introduced a way for the business owner to send a message back to a reviewer. If the reviewer doesn’t choose to write back, the business owner can’t send a second message.
But Jeremy Stoppelman, Yelp’s chief executive, said that the site deliberately tilts its rules to support the reviewers. “We put the community first, the consumer second and businesses third,” he said.

Yelp has 3.3 million users. It’s also one of those services many small businesses don’t know about, but should. Tuk Tuk in Beaumont Village, near where I live, knows about them:



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.