Freshwire’s Shawn Amos on User Reviews Giving Power to the People

The chief executive explores consumers growing trust in user reviews

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,” 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: