No one likes to receive negative feedback, and when you’re a business, the stakes are even higher. While you can’t control what’s posted online about your business, you can control how you respond. When you handle negative feedback properly and with grace, you can turn even the worst review into a positive customer interaction.
Your admirers and your criticizers both warrant the same amount of attention. Meaning negative online brand reviews require the same amount of effort and recognition as the compliments that your business receives. Managing your business’s online comments and reviews are fundamental to leveraging organic marketing and are key practices in building good public relations.
Building Public Relations Through Managing Reviews
Did you know that 78% of people believe that online reviews are at least “somewhat reliable,” and 59% of online shoppers view online reviews as being as trustworthy as if they were given by a friend? Numbers like that make it vital for your company to stay on top of comments and reviews and to be sure that everyone is getting an appropriate response from your business. Read on to learn how you can better manage reactive responses, with proactive planning.
In order to manage both positive and negative feedback, you need to be aware of when and where it appears. In today's world, your company’s reputation lives online. Ideally, businesses need to be checking all of their social media accounts daily for new comments or using social media monitoring tools to check for mentions across all platforms. However, scanning and searching for every time your brand is mentioned can be cumbersome and time-consuming. D3 knows that timely responses are critical, which is why we offer reputation management services to take the guesswork out of managing your company’s online reputation. Our team of experts will monitor online mentions and reviews, and provide strategic public relations guidance to preserve your brand’s positive reputation.
Prepare for the worst now, so you can show your best when the time comes. You will never be able to respond to a customer in a timely manner if you do not know the credentials of your online accounts. When a business has its social accounts set up and managed by multiple people or uses auto sign-in settings that don’t warrant credentials to always be on-hand, passwords and logins can get lost in the jumble. This is true for non-business owners as well, and while it makes day to day tasks more convenient, in a pinch it could be costly. Be sure to know and file your credentials to avoid wasting precious hours searching, guessing, and resetting.
Your business cannot afford to ignore reviews or comments, especially those that are negative. The reviews that your business receives broadcasts consumer perception and impacts customer engagement. In order to effectively and efficiently manage your online comments and reviews, it is best to develop a plan of action before the review is received. Every good public relations strategy begins by establishing an image for your company. Follow these helpful D3 Tips to establish your brand's online reputation.
D3’s Tips for Managing Online Comments and Reviews
The first step in managing negative feedback is to address the comment promptly. Allowing a bad comment or review to go unaddressed for days or even weeks sends a message loud and clear to your audience that you don’t care about your customer's negative experience. Responding quickly to a bad review shows your customers that your company cares about them and is willing to take the necessary actions to remedy the issue at hand.
2. Use a Singular Social Voice
Establishing a singular voice for your company is imperative when communicating online. Your brand’s social voice is the overall defining sound of your brand personality. While acting under your business’s account, all members of your organization should communicate using this singular voice to ensure consistency, especially when multiple people manage one account. This is where partnering with an agency can really be beneficial. D3 can help your business develop its voice as well as take over managing your presence online.
3. Choosing Your Spokesperson
On the other hand, while anyone in your business can use your social voice when responding to comments or reviews online, it is still vital to choose a singular spokesperson to be the point of contact for more pressing and sensitive communications regarding your business. This is the person that will speak to reporters, handle customer issues and concerns, and speak on behalf of your company in the wake of a crisis. Set your spokesperson up for success by providing them with D3’s PR and crisis management best practices.
4. Respond to Good Reviews, Too!
If a customer paid you a compliment in person, you would thank them. The same goes for good reviews. More than being the polite thing to do, responding to positive reviews is a great way to build buzz for your business, inspire customer loyalty, and highlight the great parts of your customer experience. When responding to positive reviews, be sure to thank the customer for taking the time to leave a review, reinforce the positive things they mentioned in your response, and extend an invitation for them to return. Encouraging customers to leave good reviews for your business after a positive experience is another creative way to build upon your reputation organically. Take it one step further by including SEO keywords for Google to recognize your responses to customers. For example: “Thank you for your kind words about our oceanfront dining and for spending your evening with us. We hope to see you again soon!”
Do You Feel Comfortable Responding?
By understanding and implementing these tips, you will be able to optimize positive, organic content received by your customers, while also leveraging negative reviews to benefit your business.
If you have any questions or would like to review your public relations plan, contact D3 today. We can help!
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