internal feedback survey tools vs social media types like yelp and trip advisor

I am asking you to consider the plusses and minuses of Feedback/Survey tools like Home Depot, KFC, Subway, Marriott, Hilton, etc., use VS the fairly new process created by social media organizations such as YELP, TRIPADVISOR.

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We of course know that potential customers have extremely easy access to these external social network feedback programs, though are they as useful, unbiased, have enough sample size to make them as useable and reliable to the companies (as their own feedback/survey) tools?

There are many considerations to this assignment so please do some good leg work and be sure to think outside the box as you investigate, analyze and then form your final opinion/recommendation.

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