We live in an age where we “post first and ask questions later.” The speed of this social discourse combined with the strength of these messages can mean disaster for some businesses. A single negative review can cripple a local business. For brands of any size it is necessary to become a vigilant watchdog about what’s being written or said about your company or product online. When negative reviews do appear either on a public forum or on a social media platform, brand managers must take that sour lemon and turn it into even sweeter lemonade. Brand managers must learn to turn negative reviews into a strategic play that garners more support from existing brand advocates while simultaneously addressing the negative review.
In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we look at various tips and advice on how to respond to a negative online review. We also look at the reputational issues that come as a result of negative review and discover that some companies are succumbing to paid positive online reviews to bolster their reputation.