Justin Shank has an interesting perspective on the disruptive rise of customer reviews. The Raving Consulting partner, who focuses on social media marketing, was a movie publicist before he came to the gaming industry. Everything was going along smoothly until all of a sudden there was this new thing called Rotten Tomatoes.

“That became a really big stress point for movie studios I was working for,” said Shank, in a session on reputation management at the Casino Marketing & Technology Conference last July. “They were concerned about what people were saying and they actually showed some interest in it. Not only did we have to pay attention to what the critics were saying but also audience members. Yelp, TripAdvisor and Facebook also started getting pretty big at the time… there were all kinds of different sites where people were reviewing. We weren’t paying a whole lot of attention to what people were saying. There wasn’t a way to manage that; you had to do everything manually. Now there are all kinds of tools.”