How To Make A Bad Review … Better
The media and the communication vehicles that reach our customers, are the partners of businesses, especially marketing and PR. When the Associated Press gives out advice on how to handle negative commentary – it is something to heed. Thank you AP!
NEW YORK (AP) — A bad review can seriously hinder a small business’ reputation, but dealing with negative social media and online posts is now essential.
The popular online review site Yelp.com recently won a case in California where an aggrieved law firm tried to force it to remove negative posts. Such an action would run afoul of freedom of speech, according to internet companies, but business owners say it could leave the door open to spreading falsehoods without consequences.
There are several measures a business can take to respond to negative reviews to mitigate any potential damage.
“This is something you simply can’t ignore,” said Columbia Business School professor Jeremy Kagan. “The best defense is a good offense.”
Here are some key points for business owners:
ASK HAPPY CUSTOMERS TO POST REVIEWS OF THEIR EXPERIENCE
It’s important to be proactive and have staff ask customers to post their experience. The offensive part of this strategy involves having a base of good reviews from happy customers. It’s even more important because people who are upset are usually more motivated, Kagan said.
That can leave a skewed picture of a business. A solid base of good reviews will help give a potential customer a broader view.
RESPOND IMMEDIATELY AND POLITELY
People want to know that the owner is professional and cares about fixing legitimate problems. Simple things, like saying “I’m very sorry you didn’t enjoy” the meal or product can go a long way with potential new customers checking out your reviews.
“You will often find that you’re playing to the audience, which is sort of neutral,” Kagan said.
PROVIDE A FACTUAL REBUTTAL
While owners should acknowledge a person’s feelings, there are some issues where a factual rebuttal is necessary.
For a restaurant, this could include providing a link to a health department grade or report if somebody falsely accuses the restaurant of being unclean. For some companies, it could mean posting a statement on steps being taken to improve a product or service.
“You’re not necessarily going to fix an upset person,” Kagan said. “What you can do is limit the impact.”
I am often asked if I can make a negative comment “go away” – the answer is no. But what I will do is reposition the comment with the facts as we know them, remember the audience is wide and large, respond directly to this one comment, and treat everyone’s opinion as valid. Just because we are responding to one comment, it is imperative to remember many others will be reading what you say too.