Yelp, Consumer Reviews | featured news

With so much money going into social media as a marketing and branding tool, it’s hard for businesses to discern the true value that their social media efforts are bringing. How much are they really getting when someone posts a tweet about them or mentions them on Facebook? Are they getting real value or is it all just another intangible to throw into the advertising budget like billboard signs and television ads?

Consumer review website Yelp Inc's shares traded more than 60 percent above their initial public offering price in their market debut on Friday, as investors rushed to buy a piece of the growing local advertising market... Yelp's shares were trading up 62 percent at $24.60 on Friday morning. At that level, the company is valued at about $1.43 billion -- about 17 times its 2011 revenue.