Contents -- Introduction -- Chapter 1: You Are Here: Understanding Your Opportunity -- Online Reviews: An Important Marketing Channel -- Know Where You Fit In and How to Focus -- Brick and Mortar -- E-commerce Retailers -- Manufacturers, Brands, Software -- Destinations and Activities -- Service Providers -- Charities, Nonprofits, Civic and Community Organizations -- Chapter 2: The Online Reviews Landscape -- Types of Online Reviews -- Types of Review Sites, Platforms, and Services -- Review Sites -- Social Commerce/Product Review Platforms -- E-Commerce Merchant Review Collection Services -- Shopping Comparison Sites and Online Travel Agents -- Reputation Management Services -- Local Search -- Fake Reviews -- The Scale of Fake Reviews -- Love for Sale -- The Fight against Fake Reviews -- Chapter 3: Understanding Reviewers and Reviews -- Who Are the Reviewers? -- Reviewer Demographics -- Power Reviewers -- Paid or Fake Reviewers -- What Triggers a Review? -- Being Asked -- Social and Emotional Motivations -- Customer Experiences That Trigger Reviews -- Influencing Factors in Reviews -- Variety and Volume -- Reviewer Identity -- Freshness -- Chapter 4: Monitoring and Learning from Your Reviews -- Why Monitor Reviews? -- Review Monitoring for Best Results -- Review Monitoring Tools -- Learn from Your Reviews -- An Honest Assessment -- Taking Action -- Chapter 5: How to Get More Reviews -- Tools and Techniques for Getting New Reviews -- Cultivating a Word-of-Mouth Mentality -- Authenticity and Ethics -- Staying Outside the Spam Filter -- Staying on the Right Side of the Law -- Complying with Terms of Service -- Chapter 6: Review Venues: -- Yelp -- Claiming Your Listing -- Filtering and Reviewer Verification -- Troubleshooting and Support -- Options for Communicating with Reviewers -- Promotion and Advertising Opportunities.

Showing Off Your Reviews -- Monitor and Measure -- Google+ Local -- Sorting Out Google's Services -- Who Sees Google+ Local Listings? -- Claiming Your Listing -- Filtering and Reviewer Verification -- Communicating with Reviewers -- Troubleshooting and Support -- Ways to Increase Your Visibility -- Closing the Loop -- TripAdvisor -- Claiming Your Listing -- Filtering and Reviewer Verification -- Communicating with Reviewers -- Increasing Your Visibility -- Support -- Angie's List -- Claiming Your Listing -- Filtering and Reviewer Verification -- Communicating with Reviewers -- Increasing Your Visibility -- Troubleshooting and Support -- ResellerRatings -- Claiming Your Listing -- Gathering Reviews -- Managing Your Reviews -- Bazaarvoice -- Collecting and Displaying Customer Feedback -- SEO Factors -- Moderating and Responding -- Alerts and Intelligence -- Chapter 7: Navigating Negative Reviews -- Discouraging Negative Reviews -- Check In With Customers -- Provide Nonreview Paths for Common Complaints -- Set Realistic Expectations -- Broadcast Your Willingness to Listen and to Correct Issues -- Create a Process for Learning from Negative Feedback -- Responding to Negative Reviews -- Before You Respond -- Public and Private Responses -- Building Your Response -- Responding in Social Media -- Redress and Removal -- Why It's Not Easy to Sue Review Sites -- When Can a Review Be Removed? -- Chapter 8: Showing Off and Being Found -- Show Off Your Reviews -- Badges and Widgets -- Review Excerpts -- Visibility on E-commerce Sites -- Amplification in Social Media -- Testimonials and Case Studies -- Marketing Communications -- At Your Physical Location -- Improve Your Search Results -- Branded Search Results -- Rich Snippets -- AdWords Seller Rating Stars -- Product Reviews and SEO -- Chapter 9: Maintaining Your Momentum -- Developing Your Plan.

Local Businesses: Find and Update Your Presence on Review Venues -- E-commerce Sites and Brands: Make the Most of Product Reviews -- All Businesses: Monitor Your Reviews -- All Businesses: Use Feedback to Improve -- All Businesses: Respond to Reviews -- All Businesses: Encourage New Reviews and Leverage the Ones You Have -- Power Moves for a Time-Strapped Small Business -- Reaching for the Stars -- Index.