- Content Marketing
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Online Ratings and Reviews: Why Negativity Isn't As Bad As You Think
Posted on January 14th 2014
Remember the first time your company received a negative online review? Kind of stung a little bit, didn’t it? Especially if it wasn’t in any way justified. If you haven’t received your first bad internet review, I hate to tell you… but it’s coming. You could have Nordstrom-level customer service, and you will still get an online tongue-lashing from somebody.
But bad reviews aren’t as bad – or rare – as you might think. In today’s Recommendation Age, negative online reviews aren’t just a part of the consumer/company relationship…
They’re actually essential to having a good relationship with your customers.
5 Ways Bad Internet Reviews Can Help You Out
- Negative online reviews make you look more authentic. Nobody is perfect. So, when shoppers can only find glowing, five-star reviews about your product, a quiet, barely-there alarm goes off in the back of their heads. They start to feel a little like Jim Carrey in The Truman Show. Everything’s just too… flawless, which doesn’t quite match up with everything else we know about business and consumerism. Having negative reviews actually helps build your credibility as a company.
- Negative internet reviews give you an opportunity to showcase your customer service. A customer has just complained about you or your product in a very public setting. You have three options: ignore, retaliate, or be receptive. 99% of the time, your best bet is to be receptive. (The other one percent of the time you should not retaliate, but ignore. Learn how being responsive can work in your favor.) When other shoppers come along, they’ll see that you really do listen and try to help dissatisfied customers.
- Think of bad online reviews as free product testing. You’ll find that people have no qualms about letting you know what’s wrong with your product. Be receptive, and use the feedback constructively by fixing the issue(s) with your product. Not only will you be able to offer a better product, but you’ll give the reviewer a sense of ownership in the product once the change has been made. This helps build brand loyalty.
- As the saying goes all press is good press. Even Stanford researchers say so. Products and services with more reviews, even if they’re negative, get more clicks than products with fewer or no reviews. According to an eVoc RelevantView report, “63% of consumers indicate they are more likely to purchase from a site if it has ratings and reviews.”
- Lastly, negative online reviews provide potential customers with realistic expectations. If all the reviews say “the plastic widget needs to be replaced after a year,” and I make a purchase with this knowledge, then I can’t rationally be upset when I have to replace the plastic widget after one year, right? Negative online reviews can potentially weed out whiny customers that you wouldn’t want to have anyway.
In case you doubt… Here’s the proof online reviews matter.
Still not convinced potential customers put that much weight in some stranger’s opinion? Think again:
- 83% say online evaluations and reviews influence their purchase decisions (Opinion Research Corporation).
- 84% trust social media user reviews more than critic’s reviews (Marketing Sherpa).
- 78% say consumer recommendations are the most credible form of advertising (Nielsen).
So, the next time you get a bad product review, don’t panic. Take it as an opportunity to be an all-star Recommendation Age company.
Have you ever found a bad online review or rating to work out in your favor? If so, I’d love to hear your story. Feel free to share in the comments below!