Reputation Management in Two Simple Steps

Sector45
Scott Tobin President, Sector45

Posted on April 8th 2013

Reputation Management in Two Simple Steps

reputation managementWe’ve all heard stories about a few grumpy (or in some cases, irate) customers making it their personal mission to tarnish a business’s reputation online. To defend their name, many businesses go into full “circle the wagons” mode, pursuing legal action or hiring some “specialist” in reputation management to go on the offensive. But the bottom line is that when something negative is said about your company online, you are more than likely stuck with it.

So what do you do?

The Two-Step Approach

First, it’s important to keep in mind that a negative review isn’t necessarily a bad thing. You’re never going to please everyone all the time. Research has shown that when a company has all 5 star reviews, people get suspicious. Having a few negative reviews just means that your business operates in reality and has a few chinks in its armor, like all businesses do.

In our experience, the best long-term strategy for earning a positive online reputation is to (1) make sure that customers who have a good experience with you share that experience where it counts on the web, and (2) actively engage with upset customers and try to make things right. We call these two parts “Getting More of the Good” and “Patching up the Bad.”

Getting More of the Good

1)      No matter what your business, there is always a moment when working with your customers and they are visibly or vocally happy with your service or product. That is your moment of opportunity to ask for a review.
Customer: “Thank you so much, I love what you have done for me!”
You: “I am so happy you are pleased with our service. You know what you could do for me? (hands customer a card with review link) Go out to this link and write a review of your experience in working with us. I’d be so appreciative of it if you did.”

2)      After a customer completes a transaction, send them an email and ask them to write a quick review for you. Send them the link to the review site and make it as easy as possible for them. If it takes work, they more than likely aren’t going to do it.

3)      Focus on Google. While there are many review sites out there, spend about 2/3rds of your time cultivating positive reviews on your Google Place page. Spend the remaining 1/3rd on sites like Yelp, Yahoo, and industry-related review sites. Why? Because Google is always going to put their reviews first. They aren’t even pulling review information from Yelp anymore, so focus where you will get the biggest bang for your buck.

Patching up the Bad

It’s only natural to have some less-than-fantastic reviews. Here are some ways you can handle them.

1)      First, take a deep breath. Try to get in touch with the customer privately. If you can, contact them via email or messaging through the review site see if you can rectify their concerns. If you are able to make them happy, ask them to modify their negative review.

2)      If the customer still isn’t happy or you can’t contact them privately, consider a public response on the review site. The way you are seen handling the negativity also speaks loudly to your potential customers. Apologize publicly for their unhappiness and offer to fix it. Own their unhappiness and publicly show your concern. Even if they don’t take you up on it, you are seen as a caring business owner.

3)      Consider legal action as the last resort. If what they are saying is provably false and damaging your business, you may have a claim. More than likely, pursuing legal action is going to be more money and trouble than it is worth. Consider this option very carefully. Remember that there is a “court of public opinion” that is much cheaper than actual court and attorneys. How you publicly handle an attack on your business can obviate or greatly reduce the need to pursue a legal claim.

Overall, we believe the freedom of expression (and yes, gripes) that the web allows is a good thing for customers and businesses. It forces you as a business to be on your toes, offer the best service you can, and work hard to make sure your customers are happy. Which is really what you should be doing anyway.

Sector45

Scott Tobin

President, Sector45

We believe that with smart online marketing efforts, small and medium-sized businesses can remain competitive and even grow their business significantly. What's our secret? It's pretty simple: choose the most effective marketing tactics and execute them flawlessly. But while our approach may seem simple on the surface, it requires daily dedication to both the big picture and the smallest of details. In the truest sense of partnership, we don't succeed unless you succeed.


Our methods are not magic. They are part experience, part science, having a fantastic content team, and patience. We know what works and doesn't work to get you ranked the right way on search engines. We are not an SEO team but a Search Engine Persuasion (SEP) company. We execute white hat tactics on our client's behalf to persuade the search engines to pay attention.

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Comments

ReviewHELPER
Posted on April 10th 2013 at 8:05PM

Must disagree with the advice to spend 2/3rds effort on Google+ Local and 1/3 on everyone else, including Yelp, in acquiring reviews.  For most business categories, in most locations, for the time being, Yelp is significantly more important than Google in the review space; you could say "Yelp is the Google of reviews." Google thinks Yelp is very important, too. Run a Google search on the name of practically any local business and you'll find its Yelp page at the top of search results, with the overall rating and number of reviews highly visible. How often do you find a company's Google+ Local page ranking above its Yelp page? Or even on the first page of organic search results?  It's also not unusual for a company's Yelp page to rank above its website for industry searches, e.g., "plumber anylocation."

Since my company helps local businesses acquire customer reviews, we analyze zillions of SERPs to see which review sites Google thinks are most important for its organic rankings, and Google doesn't appear to think much of its own offering, at this point. Yes, Google "promotes" its own Google+ social service in the Local Business Listings, but it separates church and state in its search algorithm. If you study Local Business Listings, you'll see that the number of Google reviews or the overall "rating" is not the determining factor for inclusion in the Local Business Listings or where a company ranks in them.

We pore through a lot of analytics reports for local business clients, and see how powerful Yelp can be as a traffic source.  Yelp conversion rates are extremely high, unlike anything else. And Yelp usage continues to grow exponentially; Yelp is currently reporting about 100 million unique visitors a month, up from 80 million in Q4 of 2012. So Yelp "organic traffic" is a great opportunity for local businesses.

The flipside of this coin is you don't want to be in trouble with Yelp. Some negative reviews are okay, as long as they're balanced or neutralized by predominately more positive reviews. But if your position on Yelp is fundamentally negative, you're probably feeling the pain. We frequently get calls from local businesses with Yelp problems that can tell us how much money they're losing because of Yelp. We rarely get calls saying, "Google reviews are killing our business."  This is not to say Google+ Local isn't important. It is. It just doesn't need 2/3rds of your customer review attention.

GOOGLE USER
Posted on June 27th 2013 at 5:36PM

I agree with your statement " And Yelp usage continues to grow exponentially", but let's be honest here.  Yelp is just a directory, Google is a search engine, and when someone does a search for ANY business on Goolge, their Google reviews, and/or Google Local or Google+ listing are the very top search result.  So I will have to disagree with "Run a Google search on the name of practically any local business and you'll find its Yelp page at the top of search results".  

Yelp might get 100 million unique vistiors a month, but a few months ago Google broke the 1 billion mark.  Google is growing every single day as far as reviews go since the implementation of Google+.