For brands, the ever-evolving role of social media in marketing has been fraught with missteps and miscalculations – the case of Union Street Guest House charging customers $500 for every negative review of its services posted online being the latest example. But Union Street Guest House’s faux pas points to an easily fixable issue within the social media marketing world: Instead of being afraid of the online review, the hotel – and brands everywhere — should embrace it.

Today, the voice of the consumer has never been more important: nearly 75% of all Internet users are active on social channels, according to a report from Social Media Today, and they are using the likes of Twitter, Instagram, Yelp and their preferred brands’ own websites to open dialogue on the quality of products and services and offer genuine suggestions and tips.

http://www.forbes.com/sites/aliciaadamczyk/2014/08/05/why-brands-need-to-embrace-the-online-review/