When you see a bad review of your business online, don't panic!
If you respond, and in the right way, you can nullify any negative effects and even create positive equity out of a less-than-ideal situation.
At the recent New Zealand e-Tourism conference (at which ReserveGroup gave a presentation on business-to-business websites and email marketing), Jim Brody from Trip Advisor spoke about responding to bad reviews posted on TripAdvisor.com - the influential and hugely popular Social Media website for travel experiences.
Below are some key points from Jim's very dynamic presentation:
- Ensure you are registered as a business owner on TripAdvisor.
This will allow you to manage your listing and actually respond to reviews.
It is worth noting that 85% of reviews are positive - so don't be afraid to take a look!
- Trust your audience. If you have 80 positive reviews and one negative, travellers will see you are a good business and you needn't be too worried about the effect of one bad review on your business.
- If you think the review is a fraud, tell TripAdvisor – they have a fraud squad! Signs to look for include 'over the top' language, the reviewer knowing too much about your business (i.e. the names of all your staff), the reviewer overtly supporting a competing business, etc.
- Respond!...especially to bad reviews. Apologise for what was not satisafactory (“Sorry you didn’t have a great time…”) and communicate how things have changed or what action you have taken to correct any issue.
- Learn from bad reviews and instruct your staff so they also get the message.
- If there really is a problem – fix it!