A critical element for businesses is a where opinions are displayed by customers and consumers alike. These opionions focus on companies, products or services based on the customers experience. Websites using Web 2.0 techniques for collect customers reviews and their star ratings about their experience.

Studies conducted by independent research groups such as Forrester Research, comScore, The Kelsey Group, and word of mouth marketing sites show ratings and reviews influence consumer buying behavior with a profound impact in business.

Most review sites make little or no attempt to restrict the information that is pubished or verify who is posting this information. Critics say the positive reviews are sometimes written by the company, while negative reviews may be written by competitors or disgruntled employees.

No matter how the information is being posted it is inter-connected through many websites, posted information is indexed by the search engines, and we know that customer buying behaviors are affected.

ComScore’s Local Usage Study (2011) shows half of social community searchers select a local business based on other consumer ratings and reviews. If you do not have a review strategy, the decision is being made for you; it is a necessity that you can ill afford to be without, so you must get into the game.

• Research and identify your customer’s ratings and reviews
• Create strategies on how to manage and respond to negative reviews
• Provide regular updates of customer ratings and reviews
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