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Is a Better Business Bureau for the Twitter-age?

You got Yelp, Urbanspoon, and many other review sites that are offering a way to lodge a complaint or place a nice compliment about a service provider.
I've got to say I was impressed with Gripe as a new entry in the "review" niche of apps/sites.
Their blog highlights the effectiveness of the idea:
One complaint got turned around fast. This is ENCOURAGING companies to take control of the word of mouth found on Facebook and Twitter!
It is also a great way to measure your "influence." Look at Whole Foods on Gripe:

The other thing I like about this system is that while it is mostly complaints it also allows for compliments. I posted one and look at how many people, conceivably (apparently) would see it:
That's right- half a million people! Unlikely, but OK- it at least gives you the idea.
They are trying to distinguish themselves from the review sites by resolving complaints as a better business bureau would and considering the problems they are having lately, this is good news.
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