Historically, yellow pages have always been the main resource for people, through their big books, to find a plumber, a restaurant or the closest chinese takeaway 
Now that this landscape is changing quickly and the online channel, particularly thanks to Google, is definitely the next big thing in the field of local search, Yellow Pages’ main concern is offering users a way to write reviews about businesses.
Why? Hey, they are their clients! How can they accept to potentially receive bad reviews by users and, at the same time, pay the bill to the Yellow Pages?
Ok, it’s pretty clear that many of them didn’t get it yet. I attended some conferences specifically targeted to Yellow Pages and I have to say that the story is always the same: they don’t want to deal with reviews because they see them as a potential deal breaker.
The are exceptions, of course, like Superpages.com. In addition, there are new services acting as online-only Yellow Pages, like Yelp.com, to name one of the most famous.
Today I came across another very interesting one, which is in the middle between a Yellow Pages service and a social network, MojoPages.com “people powered Yellow Pages“.
Users can leave reviews and interact with other users, asking for advices and creating groups and conversations. The best part of the story is, as you can imagine, the ability to leave reviews about businesses. I don’t care how big a certain restaurant is and whether it is open on Mondays or not, I want to listen to the voice of other people who have already been there. This is the real value of Yellow Pages 2.0, sharing and participation. In my opinion, on of the cases when “2.0″ fits better.
Check MojoPages out, it’s certainly one of the new social services to look at closely.
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