#www.vocus.com

How important are online reviews for your business?  When something could remain online for the next few years – and possibly much longer - I’d say, they are very important.

Speaking from personal experience, I place great importance on online reviews.  I've used them to find restaurants, doctors, hotels, products and services.

For the last four years, I have relied almost exclusively on TripAdvisor to find and book my hotels – especially overseas.  Like many people, I choose a property based on cost and location.  But I also place great importance on their online reviews, and how hotel management responds to both positive and negative reviews.

Now this is a beautiful view of the Arenal volcano in Costa Rica.  However, I would not have booked this hotel had the reviews been poor.  Bed bugs, unsafe conditions, reports of theft, mysterious extra charges - who needs to deal with that while on vacation?!  But what's worse?  Seeing negative reviews that have generated no response from the hotel management.

I also audit a number of websites on a weekly basis.  I look to see if their website is maintained and updated, how active they are on social media, and what online reviews say about their company.

There is a juvenile orthopedist in Dallas/Fort Worth who has received some terrible reviews from her patients, and as of yet, she has not responded to any of them.  There are complaints regarding wait times, a lack of clear communication, and complaints about her staff being rude. Her response?  Crickets. Nada.  Nothing.   I can’t imagine looking through those reviews and still making an appointment.

If your business regularly receives online reviews, you need to pay attention and you need to respond.  If you need a little guidance, I’d recommend Review Trackers article on responding to online reviews: