Who has never browsed online looking for a hotel or restaurant looking for opinions? It is useless to hide them, they do it all, including those that collect Michelin guides, Gambero Rozzo or Slow Food Osteries it does not matter. Because in the end as in San Remo is worth the jury's judgment, but also the televoting, because if the technical opinion is important, even the average user-user plays his part.
To discuss whether it is right that there is a judgment of the public, as well as that of the critics, for restaurants and the like, is pure rhetorical art. The online reviews of instruments such as TripAdvisor and company exist, are more and more, and despite cases of false reviews and votes bought, are a reality to deal with. They are a mass phenomenon and as such should be considered, and used – by customers as well as by restaurateurs.
Throughout the debate on the giant TripAdvisor, it is however forgotten that the networks of online reviews and popular evaluation are many, and constantly increasing. Years ago we read Il Mangione, for example, today it is affirming itself among the younger ones, Yelp, and Yelp – arrived from the States in search of fortune.
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Yelp, the anti-TripAdvisor
Founded in San Francisco in 2004 and present in 32 countries around the world, Yelp is the first guide to search for businesses from shops to mechanics, through dentists and more traditional bars and restaurants. Counts (data 4Q 2015) 95 million reviews compared, to make a comparison, a Trip Advisor born four years before today has 290 million reviews in 47 countries (data Q3 2015). But what changes, and why a new system of reviews should supplant or at least find a niche in an already crowded market? We asked Kristina Grancaric, born in Canada, from Florence, from 2012 head of Yelp in Florence and the Yelp spokesperson for the Italian territory.
What makes you different from TripAdvisor?
The vast collection of information for the most diverse categories, a software that guarantees the reliability and, consequently, the relevance and usefulness of the contents. One of the strengths of Yelp, as well as its backbone, is undoubtedly its community, which lives both online and offline, participating in events and local initiatives to get to know each other, discuss and discover the best of their city, the latest openings and the less known aspects of the territory. Each community is led by the area manager, the community manager, who has the task of coordinating the activities of users both online and offline, organizing events that allow users to make friends and exchange opinions "live", in this way establish relationships of trust between users.