80% of review site users feel that a management response to a bad
review is reassuring. – TripAdvisor, 2010
Would you, could you, should you… respond to an online review?
In our previous post, we discussed why it is critical to have a reputation monitoring strategy. Today we’re covering when and how you should respond.
Customer reviews land at the top of search results. In some cases it may be advised to respond to negative, and even positive, reviews. Set objectives and create a policy and a plan for responding to reviews.
95% of review readers become suspicious when only positive reviews are available. – Reevoo, 2011
The most important objectives for responding to reviews online:
- Demonstrate that you’re listening
- Understand their perspective
- Provide the opportunity to explain the situation
- Be accountable, provide solutions, and solve problems
- Attempt to change perceptions
- Win over new residents
- Reinforce the positive
Important to note: Don’t remove content posted unless it is attacking, violent, threatening, racist, offensive, pornographic, uses foul language or violates Fair Housing Laws.
When to Engage a Positive Reviewer:
When to Engage a Constructive Reviewer:
- Customer Service
How to Engage a Negative or Disruptive Reviewer:
Should You Engage With Spam?
Additional measures you can take to protect your online reputation:
- Own any and all negative URL’s that include your company name and community names.
- Set appropriate privacy settings on each social networking profile.
- Claim your Google Places pages
- Claim your Yelp account
- Consider ApartmentRatings account
- Train employees about reputation management and privacy