Blogging is a powerful way to connect with your target audience and establish your company as a “thought leader."  The essence of thought leadership “is to show, rather than tell what a company can do, and to do so in a way that positions and differentiates that company's offering for the chosen target audience.  By so doing, you give prospects and customers a chance to sample your expertise." (Rolf Jester, VP, Analyst Gartner)

Most spa owners and directors I know will bend over backwards to resolve a customer complaint. But there's a startling exception--somehow, many of us have decided to ignore complaints that are made in online reviews. Mention the word "Yelp" to just about any small business owner and you might even need to duck. Fast.

Why do we treat the online complainer differently?