In a recent study, small businesses ranked word of mouth as their most important marketing technique. These days, word of mouth isn’t limited to just oral communication; with the abundance of business review sites – such as Yelp and Yahoo! Local – WOM has a much greater reach than ever before. Be sure to search your business online to see what the public is saying. And although no one wants to receive a negative review, they may help you discover problems you never knew your business had. Not every negative critique requires a response, but letting the public know that you’ll handle the situation differently in the future is appreciated.