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Marketing firms hawk on the Web to influence opinion

The booming economy of online reviews and product recommendations by everyday 'schmos' on web sites and social networks is anything but what meets the eye.

Owners of Scion Restaurant in Dupont Circle, Washington D.C.; Julie Liu, left, and Joanne Liu, right, pose at the restaurant's entrance. The Liu sisters have collaborated with nine other businesses this month to file a class action lawsuit against Yelp, an online review web site.

Owners of Scion Restaurant in Dupont Circle, Washington D.C.; Julie Liu, left, and Joanne Liu, right, pose at the restaurant's entrance. The Liu sisters have collaborated with nine other businesses this month to file a class action lawsuit against Yelp, an online review web site.

Evy Mages-The Washington Post

Julie Liu, right, and Joanne Liu, left, speak with Reese Davidson, sitting left, and Ben Miller, sitting right. The Liu sisters say that after they refused to advertise on Yelp. The web site published negative comments about Scion dishes, which no longer exist on their menu.

Julie Liu, right, and Joanne Liu, left, speak with Reese Davidson, sitting left, and Ben Miller, sitting right. The Liu sisters say that after they refused to advertise on Yelp. The web site published negative comments about Scion dishes, which no longer exist on their menu.

Evy Mages-The Washington Post

Julie Liu serves plates of food as her sister Joanne Liu is in the background.

Julie Liu serves plates of food as her sister Joanne Liu is in the background.

Evy Mages-The Washington Post

(Diners eat at the restaurant.)
The marketplace of opinions is turning into a hotly contested battleground where public relations firms and a new breed of image makers help businesses counter negative online comments and manage their online reputations. Sometimes achieving that by offering free coupons.

(Diners eat at the restaurant.) The marketplace of opinions is turning into a hotly contested battleground where public relations firms and a new breed of image makers help businesses counter negative online comments and manage their online reputations. Sometimes achieving that by offering free coupons.

Evy Mages-The Washington Post

Online, the authority once vested in journalists and advertisers is now often granted to total strangers: 70 percent of Internet users trust online recommendations and reviews, according to a Nielsen study.

Online, the authority once vested in journalists and advertisers is now often granted to total strangers: 70 percent of Internet users trust online recommendations and reviews, according to a Nielsen study.

Evy Mages-The Washington Post

Kelli Senn, left, and Ronni Tyger, right, enjoy drinks at tables outside the restaurant.

Kelli Senn, left, and Ronni Tyger, right, enjoy drinks at tables outside the restaurant.

Evy Mages-The Washington Post

Moira Current, left, Vice President of Entertainment at New Media Strategies, an online public relations company based in Arlington, speaks with online analyst Ryan Nolan, center in checked shirt, and senior online analyst Jeff Taylor, right.

Moira Current, left, Vice President of Entertainment at New Media Strategies, an online public relations company based in Arlington, speaks with online analyst Ryan Nolan, center in checked shirt, and senior online analyst Jeff Taylor, right.

Tracy A Woodward-The Washington Post

Framed displays line up the walls of New Media Strategies. NMS is a digital PR firm that focuses on word-of-mouth. The firm contacts bloggers and Tweeters to provide comment on products at no quid pro quo.

Framed displays line up the walls of New Media Strategies. NMS is a digital PR firm that focuses on word-of-mouth. The firm contacts bloggers and Tweeters to provide comment on products at no quid pro quo.

Tracy A Woodward-The Washington Post

Staff members work at their desks -- much like a newsroom-- at the Nerve Center Client Services area of New Media Strategies. NMS, like companies such as BzzAgent, Brickfish, and Ammo Marketing, offer to help shape online conversation.

Staff members work at their desks -- much like a newsroom-- at the Nerve Center Client Services area of New Media Strategies. NMS, like companies such as BzzAgent, Brickfish, and Ammo Marketing, offer to help shape online conversation.

Tracy A Woodward-The Washington Post

At the back of the room, Brand Manager Niki Vora, left, and Vice President of Entertainment Moira Curran, right, work at the Nerve Center Client Services area of New Media Strategies.

Tracy A Woodward-The Washington Post

Gallery Credits:
Producer Stephen Cook Text Editor Sakina Rangwala

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