There was a time that to review was the domain of journalists and critics: it was a profession, not a hobby that anyone could just dip in and out of. But, like most industries, the web has turned this conception on its head. The long tail of publishing has arrived, carried by a plethora of tools that help everyday people create content online. Blogs, social networks, and more specifically - review sites - allow people to air their opinions online in a way that was once only the reserve of A.A. Gill and alike.This is a trend that will not be reversed. Indeed; it will only become more popular, as people across the country realise there are meaningful online spaces where they can share their experiences.

Restaurateurs, hoteliers, bar and pub owners have all been the target of reviews since long before the days of the web, so it was only natural that they were among the first to experience reviews from the crowd. You only have to visit Tripadvisor to see that! However, following the lead of a number of American sites, (notably Yelp with one million plus reviews, and the excellent Angies' List), reviewers in the UK are turning their keyboard attention to more everyday industries such as plumbers, florists, and mechanics. Furthermore, the meteoric rise of the social networking giants has placed similar demands upon the latest local sites. Reviews need to be complemented with profiles, circles of friends, and groups who can swarm around the content. Somewhat understandably, the reaction of many small business owners, particularly in the face of a bad review, will either be to ignore it, or contact the lawyers; though neither helps anyone. The smarter business owner will see the long term potential benefit of review sites: as a method of communicating with existing and potential customers, a chance to appear where people are searching for their service right before the point of sale, and finally, a tool to help them adapt and improve the way they run their businesses with the help of concerned locals. While some businesses inevitably see this as a threat to the status quo, others will see a hugely powerful direct marketing tool that will allow them direct access to their demographic like never before. It is the latter who will ultimately triumph.

This is not to say there won't be challenges. The free flow of information across the net requires both people and businesses alike to go that little bit further. Simply utilising your position of good footfall won't help you online, and to borrow from Seth Godin: there has never been a greater need for businesses to be remarkable. That said, in the UK we are yet to hit the much-lauded critical mass of reviews, particularly within the local space, and thus there are great gains to be made by those businesses willing to make the jump.

It is important to remember that local is unlike the majority of the Internet that is characterised by its spatially abstract nature. Local has a common physical place that people inhabit: a park, a pub, a tube station. It is therefore counter-intuitive for people to simply want to lambast a nearby business; it is not to their benefit. The benefit comes from consumers and business owners communicating in a way that is mutually beneficial, a way that will make local better for everyone.