Last week's viral social media rant from a pair of Arizona restaurateurs -- who felt they were being unfairly criticized online -- shows the challenges small businesses face in managing digital feedback, according to this article. Pizzeria owners Amy and Samy Bouzaglo rebuked unsatisfied customers online with angry, all-caps messages on the restaurant's Facebook page. "It’s not about making that customer happy on Yelp. That’s the big misunderstanding of Yelp. It's about the hundreds of thousands of people who are looking on to see how you handle it," said Jay Baer, president of social media marketing consultancy Convince & Convert.