You know how it is. Either you're new in town or just visiting on business and what you really, truly, desperately want is some good Chinese food. Oh sure, there are plenty of choices - from nondescript hole in the wall joints to massive temple lookalikes complete with gigantic neon chopsticks thrust up high in the skyline. We all know that looks can be deceiving, so how do you choose wisely in order to avoid disappointment, or worse, an unnaturally intimate relationship with the porcelain deity in your washroom?

Turn to Yelp.com! This is my go-to site for all things food, hospitality, or service oriented. Built as a giant review site, Yelp utilizes the user generated content model which means that anyone can sign up and offer their reviews on any business in dozens of different categories, in cities across Canada, The U.S.A, The U.K., and Ireland. Like any review site there are bound to be a few shills, but they are easily spotted. Utilizing the user generated content model means that it's in their best interest to encourage lots of reviews, whether they be positive or negative. The very nature of such a site auto-corrects blatant shilling as other users can offer their own opinions and experiences. When you check out the site, you might want to search for your favourite restaurants, hairdressers, drycleaners, house cleaning service, mechanic...you name it! Add your own reviews as you see fit to further enrich the site and help out your fellow wo(man).

As much as I wrote this post for the consumer perspective, sharp business owners who are reading this will read between the lines. Yelp is the future of word of mouth marketing and the future is now. Transparency, good customer service, and ethical practices are no longer an option. Though word of mouth is nothing new, the double edged sword that it represents is now a lot bigger, faster, and more accessible to every person who interacts with you and your business. Don't say I didn't warn you!