Article Contributed by Mike Zammuto
2013 may well be remembered as the Year of the Online Review. Sites like Yelp.com, Foursquare, and even Facebook and Google are competing for dominance over the user-generated review landscape. Meanwhile, more specialized review sites, like Urban Spoon, are more plentiful every day. It’s not just that these sites are increasingly common; they are also increasingly influential over consumer behavior.
What this means is that positive reviews can prove a boon to any business, but a single bad review is all it takes for a company’s online reputation to sink. As such, entrepreneurs and aspiring business owners are smart to think through some ways to avert negative reviews, and to ensure that customers max out their online star ratings.
Control What You Can
First and foremost, companies need to remember that they cannot actually control the online review process. Consumers are going to say whatever they are going to say, and there is no way for a business to actively prevent outspoken customers from venting. With that said, there are some things that companies can control — and it is in their best interest to take advantage of this.
Specifically companies should make every effort to control their online review profiles. Simply by visiting sites like Yelp.com and “claiming” their accounts, business owners can involve themselves in the process. It is also important for business owners to completely fill out all of the information that Yelp requests, including accurate and up-to-date company contact information.
Integrate Reputation Management and Customer Service
Another tip is to integrate reputation management with customer service. As negative reviews or words of criticism come in, companies should make sure that their customer service teams know about it, and make every effort to correct any problems that have arisen. This can go a long way toward ensuring that the same old criticisms are not leveled against your company, time and time again.
Provide a Private Place
Many consumers will be just as happily expressing their frustrations privately, as opposed to airing their dirty laundry on a site like Yelp or Urban Spoon. Business owners should take advantage of this by providing safe, secure, private places for customers to leave feedback. A customer service contact form, on your website, will funnel some potential criticisms out of the public eye.
Ask for Positive Feedback
Business owners ought to feel no shame in asking for feedback — especially from their most loyal clients. Ask your “regulars” if they wouldn’t mind giving you some kind words on Yelp, and you may be surprised by how many are willing to do so. This is a great way to pad the ballot box and stack the deck in your favor.
Know When Not to Respond
Finally companies are advised to know when to respond to online reviews — and when not to. Responding to positive feedback and genuinely constructive criticism is commendable; responding to unreasonable and defamatory reviews, usually not a great idea. Simply put, it draws more attention to the nasty reviews in question, which is the last thing the business owner needs! Reviews like that call for companies to double down on their efforts at soliciting good, favorable reviews from their best clients
About the Author.
Mike Zammuto believes in working with great people and building great companies. Both need to safeguard their online reputations. www.reputationchanger.com offers a variety of reputation management services.