In the years BI (Before Internet), the biggest marketing decision Rick Clemmons had to make was what size ads to take out in the phone books to promote his company, The Plumbing Doc, a service and repair outfit he established in 2000 in Bakersfield, California.Things are much more complicated now. Instead of fighting for consumers’ attention in phone books, contractors are now scrambling to boost their internet presence through positive online reviews on websites and social-media platforms, and struggling to combat false negative reviews posted by unethical competitors. But Clemmons has found a simple, yet effective weapon to wield in
