It seems like these days that anyone can get online to disparage your business while hiding behind an online identity. I try to keep up, posting responses to complaints when I can, but it’s like “Whack a Mole” keeping up. Any suggestions?

Taft, currently fourteen miles due east of Tierra del Fuego

Yes, the world of online personalities … has a greater devolution of society yet been created? Well, it’s the world we live in, so let’s think about how to smash that mole. Taft, it’s not going to be easy. But, if you’re off the coast of Tierra del Fuego, you understand challenge!

First, you have to ask yourself: Is the complaint legitimate? If it is, there is no way that you’re going to win this battle without fixing the problems with your business. Remember, for every complaint online, there are probably 10 customers who’ve driven away with the same thoughts who didn’t digitally share their dissatisfaction. Tierra Taft, this is free customer intel!

Second, I recommend that you embrace these forums — Yelp, Foursquare and pure social media. I’d let all your customers know that they can post reviews. In other words, drown the mole with more positive feedback than the damage he is producing.

As I look to identify new sites, do you have any suggestions for the types of businesses I should be looking to locate near?

John, visiting my Aunt Sophie

The perfect location is going to be across the street from the guy running the highly successful “Jack’s Scratch and Dent” as the only wash in town! Assuming you can’t find that fella, here are a couple of thoughts:

1. I like watching the newer fast food chains, like Chipotle and Chik-fil-A. They haven’t saturated most markets yet, and they seem to be making thoughtful decisions about where to locate their stores — high traffic counts, lots of rooftops and higher incomes. Seems like that formula should also work well for car washes.

2. I wouldn’t be pulled toward car dealerships, though I know that some see this as a potential opportunity. In lots of markets, they don’t pull traffic on Sundays (some states require they be closed). Plus, the new or repaired cars leaving are generally washed at the dealership — meaning, unless you can get and keep that business, there isn’t much demand from their traffic.

My two cents, and certainly not a recommendation. But, as with all my comments, I guarantee that it can both work and not work!