With the use of social media going through the roof, it is easier than ever for retail and restaurant customers to let seemingly the entire world know about the experiences they have had with the businesses they have patronized. If the word is good, put it to work for you. How? For starters, go online to see whether your establishment is profiled on Yelp, Google, Merchant Circle, and/or other online review sites. If so, incorporate links to those pages in your newsletter or other online marketing vehicles. If you have a Facebook page—and if not, you should–request that reviewers post comments on it as well.

Additionally, follow up in-store transactions with occasional brief email surveys that solicit any positive feedback customers may have. (If you later decide to use these testimonials on a Web page or in future marketing vehicles, ask permission before doing so). Post a sign near the point of sale and/or set your receipt printer to generate a message at the bottom of customers’ receipts, reminding them to post an online review of your establishment. Encourage customers to bring friends to in-store or restaurant special events, so that they, too, will begin spreading the good word about your business.

On the flip side, never offer an “advance” gift or discount in exchange for a good review; it only breeds ill will. However, once comments have been posted, it’s fine to send a coupon or other small “thank you” to those customers who do take the time to provide such feedback.

pcAmerica can assist with other ways to leverage social media to bolster your business; for information, visit www.pcAmerica.com.