So a smart-talking 22 year old just dissed your business online? It’s tempting to chalk it up to immaturity and write it off — but that’s a bad idea.

Turns out millennials are more influential than you think. According to Goldman Sachs, there are 91 million millennials today, as opposed to only 61 million Gen Xers and 77 million Baby Boomers. And, 97 percent of consumers aged 18–34 read local business reviews online.

Plus, this demographic is more social than any other — and news spreads fast online. When you’re planning your Online Reputation Management strategy, it’s critical that you take them — and their opinions — into consideration.

Read this blog post to learn a little more about why this demographic matters.