I’m going to be honest:  I’m not entirely sure what “hypo-allergenic” means.  I could look it up on Wikipedia, but that would disingenuous- I didn’t know what it meant when I chose to buy the Seventh Generation brand.  More importantly, I’m not entirely positive the gradation of difference the level of “non-hypo-allergenic-nous” the Seventh Generation brand “has” over the pure run of the mill bleach brand either.  I know I could incline myself to say “well, bleach is bad…and of course this stuff is clean…it comes in a white bottle and it says so” but that would miss the point.  I’m not sure what “non-toxic” means and even though I know they are a Native American Indian tribe, I’m not quite sure the whole story behind the Iroquois either.

So why did I end up paying double for “Seventh Generation”?  Because I like the story!  I’m not sure to what extent I helped to save the environment this morning as I cleaned my deck and brushed the run off down the pipes, but it was sure worth the extra $3.00 I spent to know:  “At least I did my best to do right by myself and environment”.  It ‘felt’ clean.  It’s a good story.

I admit whole heartedly:  I’m not a scientist and to be totally honest, I’m not sure what all the green verbiage means.  And if pressed, neither do most.  The point is not how much we know about it – the point is the story!  People are buying a story when they walk into Whole Foods and when they buy a Prius.  Sure you can try and coordinate rational differences between a Prius and  Hummer:  miles per gallon, fuel efficiency, etc.  But really – tell me the difference?  What is the REAL difference to you – the atoms that compose the structure that is your body – in eating organic v. conventional?

Lewis Black said it best: “And for all we study about health, we know nothing!  Is milk good or bad?”  Not a hand amongst sold out, silent hall went raised.  “I rest my case” as everyone burst into laughter.

We love the story.  We buy the story.  And I’m happy to do it.  I feel better:  physically, mentally, and spiritually.

As a small business, take heed:  define your story.  The story about you and your business is already there – it’s not a question of that – it’s a question of how much you want to participate in the active formation of what that story is.

What is the story you’re telling every day?

1.  Tagging – searchability

2.  Access – people get a look and ‘feel’ for your product and business

3.  Personality – viewers get a sense of what you are about

4.  Interaction – there are plenty of sites where people can post comments regarding your photos.

5.  People want to see your products.  Pictures are worth a thousand words, and if done right, a lot more than that in marketing dollars if done right.

Where to post?

1.  Flickr

2.  Facebook

3.  Picasa

4.  Yahoo, Google and MSN local profiles

5.  Your own blog (Posterous, Tumblr, Word Press, Blogger)

If you don’t have photos, spend a few hundred (suggestion:  up to $500) for a professional to take a hundred + shots, or / and have your ‘crew’ and yourself bring in personal digital cameras and take as many photos as possible.

It’s very much worth it and very much under utilized in the small, local business space.

The comments section in this article is more interesting and pertinent than the actual article itself.  It provides insight into the public impression of Yelp and it’s users.

So what do you do as someone who owns or operates a retail business or is involved in “social media”?  Does one get better and more ‘sneaky’ and ‘authentic sounding’ when it comes to writing reviews for your friends or family, or your own business on Yelp or City Search?

The question misses the point entirely as I see it.  The way  to create a great reputation online is to be open, sincere and relevant.  Rather than “game” the system, “work” the system.  Engage users.  Write them back.  Respond.  Get involved in the discussions on Yelp as the business owner you are.  Use the tools available to you on Yelp.  Very few business owners do this for many good reasons, namely time and inclination.  Who has time to do this?   But at the end of the day, spending just 5 minutes a day not on your profile, but on your competitors profiles, on the “Talk” section of Yelp, in the “Events” section of Yelp, etc…the more time you spend on Yelp / online and get to know your customers there, the better you’ll do.

Sound familiar?  Give and you shall receive!  Listen and you shall learn.  We have two ears and one mouth so we can listen twice as much.  Do unto others as you would have them read and comment on your blog or website…

You’re a business who is jumping in online.  “What do I do?” you ask.  The most important first step, along with defining your goals and online identity, is to listen twice as much as you ‘participate’ and participate 10x’s more than you are now.

Find out the top 10, 50 or 100 bloggers in your field.  Read them consistently and multiple times a week, if not daily.  Read the sports section less or stay up 10 minutes longer and read what people are saying in and around your industry and business.  Visit websites associated with your products or service.  Read reviews first, read them again, think about it, absorb it…and then respond.  Read comments, watch videos, listen to podcasts.  Become an expert in what people are talking about in your field, and than start communicating, posting and interacting.

The more you get involved – the more you participate in responding, posting, interacting, and being a part of the dialogue online – the more it will pay dividends in terms of creating connection, loyalty, understanding and a swell of presence that was never there before