Taking Control of Your Company's Online Reputation, Part 2
- If you know you messed up, acknowledge it right away. If there's a review that clearly puts your business in the wrong, go ahead and respond to it. In the same vein, when facts are misstated about your business in a review, you should respond. Nobody wants an untrue review to turn others away. Lastly, if it's clear the reviewer is angry with your business (and not just life in general), it’s a good idea to reach out and see what can be done to resolve the issue.
- A negative review can hurt, but it’s important to stay calm — and always be honest. If it's apparent your business is in the wrong, just admit it. You’d be amazed how far a simple apology can go. Finally, figure out if there's a way to make amends. Direct the reviewer to a contact who can help them move the conversation offline.
Analyze reviews to look for any key themes. Pull out any recurring keywords or comments, both good and bad. This will give your business an idea of what it's good at and what it needs to improve upon. Once any deficiencies have been identified, set goals to fix them. For example, if several customers comment about noise being an issue, figure out ways to reduce the noise in your store/restaurant/hotel. Identifying positive keywords is important as well.
Claiming, optimizing and monitoring reviews can be a big undertaking, but if you set up a strategy and stick to it, you'll be well on your way to successfully managing your online reputation and increasing your brand's equity.