I’m sure by now you’ve heard of foursquare and gowalla. They’re a location service-based social network; a cross between a friend-finder, a social city-guide and a game that rewards you levels of “badges” for “checking-in”.
Ok, that’s all good and fun right?
But now, Yelp has decided to jump in the game (I’m sure others will follow). Yelp is looking to make their current service even more interesting by adding a location based feature that allows reviewers to show how many times they have “checked-in” at a location while at the same time allowing users to write a review right from the Yelp mobile app.
You’re following me right?
Let’s say Mary Smith brings her Nissan 09 Maxima in for service. She finds herself waiting in the lounge 30 minutes past the intended time. Just as frustration sets in, the unfriendly service writer finally enters the waiting lounge only to let her know it’s going to be another 20 minutes (and forgets to apologize). Mary’s car is finally ready; she deals with an insensitive cashier and finally makes her way to her Maxima tightly parked between 2 other cars in the parking lot. As she approaches, she notices a scratch on the driver side front fender.
By now she’s had all she can handle and has determined that she’ll no longer be returning for service. She reaches for her iphone, fires up her mobile “check-in/review” social app and in less than 5 minutes has written about her whole experience before even leaving the dealer!
Mary just happens to have her Yelp and/or foursquare account tied into her Twitter and Facebook account. So not only will her negative review of this dealer be posted on this dealers Yelp business page but also automatically makes it’s way to her Facebook page and twitter stream. TRIPLE WHAMMY!!
Can this really happen? You bet it can.
If you’ve been reading DealerRefresh for any length of time, you have a keen understanding of the importance of your dealer’s online reputation. As this new wave of social/review app continue to surface, it’s going to be even more imperative that you have a pro-active and re-active reputation management process established.