Managing Listings on Directory Sites (Yelp, Urbanspoon, Kudzu, etc.)

I’m assuming you’ve tried to look your location up before on Google Maps. Have you tried, specifically if your location is in the Atlanta area, checking Yelp, Urbanspoon, or Kudzu? These are all directory sites with entertainment, restaurant and service industry listings. Each of these sites are mostly customer-driven and allow users to rate and review businesses. But you hopefully already knew that.

Let’s talk about why it’s important to take ownership of these listings. You want your listing’s information to be accurate, for one. You also want the ability to respond to reviews, questions and comments. Your location may already be listed or you might have to add it. Some of these directory sites (Yelp in particular) will allow you to register as a business owner and add or take over your location’s listing. Once you have this done you can add your listing or make changes to an existing listing, upload pictures, and write a review for your listing (clearly stating you’re the owner or manager, of course). You’ll then be ready to encourage your loyal customers to write more reviews for you.

In the same vein, there are some definite DON’Ts with these directory sites:

• DON’T fake any reviews for your location. This can be very obvious and will make you look dishonest.
• DON’T incent customers to write favorable reviews. You want honest opinions only.
• DON’T ignore unfavorable reviews. Turn these bad experiences into good ones by contacting the customer privately and listening.
• DON’T become openly defensive about bad reviews. They happen. DON’T remove them, either. The point of this is to be transparent. But pay attention – you may have some changes to make.
• Lastly, and this should be obvious, DON’T write unfavorable reviews about the competition. Even if you think they’re doing it to you. This isn’t elementary school.

Taking ownership of these listings is just a small part of making sure people know who you are and what you are. It's just one more tactic for your localized social media strategy, and shouldn't take long to set up or maintain. You will probably want to do some research to find other local (and not-so-local) directory and rating/reviewing sites and make sure you're listed there. Here's a great list to start with, but your community may have sites of forums you'll want to become involved in as well.

As always, feel free to comment below with your stories about online directory marketing. How have you joined your customers' conversation?