Can You Hear the Yelping Yet? - Dissecting a Review
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One of the popular shopping areas down here in South Florida is the Sawgrass Mills Mall. Not surprisingly, the mall has a pretty substantial entry in Yelp. Let me show you what I mean.
Now let’s look over this page. It has the number of stars the center has received, as well as the number of reviews. It has four and a half stars (out of a maximum of five) from a total of 11 reviews. The reviews themselves are shown below; I’ll get to them in a minute.
The page lists the category of the business being reviewed (“Shopping Centers”) and it can be edited. It also lists an address, phone number, web site, and whether it accepts credit cards. The business information can be edited. Photos can also be added; no one has bothered to do that for the mall yet. There are links that let users send this page to a friend, bookmark it, send it to a phone, write a review, or display a print version.
On the right you’ll see that there is a Google map to show where the mall is located. Nearby businesses are listed below the map. A third box below this list is headed “You Might Also Like…” and lists additional businesses with links to their Yelp pages.
But it’s the reviews that are the heart and soul of Yelp. They’re short and sweet; each reviewer is shown next to their review. You can see how they voted and what they said. And right away, you can tell that the reviewers are real people who have actually patronized the business: “We were vacationing in nearby Weston for a week, and went back here at least 3 times during our stay because everything is there!” says reviewer Jeannette S. In other words, Yelp has harnessed word-of-mouth advertising on a massive scale.
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