Freshwireâ€™s Shawn Amos on User Reviews Giving Power to the People

While the rise in review websites like Yelp and TripAdvisor have made life easier for users looking to enjoy a nice meal or plan their next getaway–all while saving money, it’s proving to be a headache for small business owners. According to the latest episode of “60 Seconds of Social Media,â€ 32% of online consumers in America trust strangers’ opinions more than brand advertisements.

One study found that a one star improvement in a Yelp listing correlated in a 5% increase in a business’ revenue. Its power is undeniable, and it’s that influence that has merchants concerned.

Freshwire CEO Shawn Amos discusses the influence of online reviews–the good, the bad and the ugly: