3 rules for addressing negative reviews more successfully
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SOCIAL MEDIAMARKETING
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3 Rules for Addressing Negative Reviews MoreSuccessfully
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Advertising and marketing isn’t what it used to be. Marketers had more control over managing whatmessage got delivered to the public. In the event of a emerging problem, a crisis communication teamwould address the situation and perhaps even spin the truth to protect the reputation of the business. Ifthe business was deemed to provide a bad service, an employee could isolate the issue and remedy itin at the place of business. Worst case scenario, an unsatisfied customer told their immediate familyand friends and the damage was limited to a manageable scope. And the buck stopped there.
The introduction of the internet allowed information to be disseminated beyond the local town gossip. This meant the customer base also increased and your product or services had new and differentmarkets to consider. Using the internet became an exciting and helpful way for businesses to advertise,but as much as it has potential to be positive it also has potential to work against a company’s brand.
Since the era of social media, rules changed and users have more control over what and how amessage is distributed. One opinion can quickly be shared with thousands of people in a matter ofseconds via networks like Facebook and Twitter and review websites such as Yelp are constantly usedin deciding whether to patron an establishment. Online ratings and reviews are generally consideredtrusted sources because they encompass user experience, but what if you don’t like what they have tosay about your business? How can business owners address negative reviews more successfully? While there are several tactics, the most successful have the same foundation: remain calm, gather allthe information needed, and respond rationally.
Tip One: Remain Calm
It is important to stay calm when you receive a negative critique. Like in all situations, it is a difficult pillto swallow when you hear or read something unflattering. Being defensive will not help the situationand overreacting to a negative review by attacking or responding with anger will only make thingsworse. Whether the review is valid or not, remedying a situation is all in how you handle it, and youwant to handle the situation with grace.
Tip Two: Research
To begin with, don’t hesitate to ask for further details about the complaint. Listen carefully to the reviewand pay attention to what consumers say. If a review sites specific critiques then investigate theallegation further to find out if there is an issue on your end. Speak with your employees about theproblem and be clear on the situation before you reach out to the customer and respond.
Tip Three: Respond Rationally
This is the appropriate time to act on and deflect the situation. Once you have a better handle on thesituation and are in a calm place, reach out to the customer and develop a conversation. Often, by justshowing genuine concern businesses can prevent negatives from spreading further by addressingcustomer concerns quickly. Turn something negative into something positive by thanking them for theirfeedback, and explain that you have taken their concern seriously and want to remedy it. Do this bothprivately and publicly. Since the negative review was made public it is acceptable decorum toshowcase your company in a positive light. Remember, it only takes a single click for customers to letthe world know how great (or how bad) your business is.
Last Resort: Pay Someone To Help
There are a lot of companies out there that offer reputation management and correction- but they areexpensive. If you find a cheap service… well, you get what you pay for. Most of the legit services wehave come across start at $2,000 per month, and normally go much higher. If you need a point in theright direction, we can outline some options for you with proven track records of success. Just contactus and let us know your needs!
Chris Dill
SEO Expert at Virginia SEOChris loves web design, marketing, and anything on a computer. He is the creator andauthor of The Dill Design, a local Virginia web design company. Chris just finished hisMSIS and is a network engineer.