A recent article regarding fraudulent reviews on the popular travel site ‘Trip Advisor‘ has given us an excellent topic for a new blog post.
Web 2.0 is all about sharing, reviewing and participating in virtual communities, it’s for this reason that it’s no surprise that review websites are becoming so popular. But what should you do if you are an organisation that has recently received a negative or fraudulent review?
The simple answer is DO NOT IGNORE IT! Instead, follow three simple steps. These being, ENGAGE, LISTEN AND TALK.
When it comes to social networking, businesses typically make the mistake of expecting too much, too quickly, which is why many organizations fail at it. To ensure you don’t fall into this trap, it’s important to start slow and build up momentum over time!
Once you get this part right, now it’s time to respond to negative feedback. To do this simply follow the below steps and hey presto you have actively engaged in a cost effective service recovery strategy!
Before responding to any negative review it’s important to determine what type of complaint it is:
Straight Problems: Someone has an issue with your product or service and has laid out exactly what went wrong. This type of feedback is negative in the sense that it paints your business in a poor light, but it can be helpful in exposing real problems that need to be dealt with.
To resolve: Notify the customers that steps are being taken to rectify the problem.
Constructive Criticism: Even more helpful is when the comment comes with a suggestion attached. Many customers — including some of your most loyal — will use social media to suggest ways in which you can improve your product or service. While this type of feedback may point out your flaws, and is thus negative, it can be extremely helpful to receive.
To resolve: Build loyalty and trust by responding to criticism with a positive message.
Merited Attack: While the attack itself may not be merited, the issue that catalyzed it does have merit in this type of negative feedback. Essentially, you or your company did something wrong, and someone is extremely frustrated.
To resolve: Respond promptly and with a positive vibe (e.g., thank the commenter for the feedback and assure them that steps are being taken to correct the issue or mitigate their problem.
If it’s a fraudulent review, comment but don’t attack, make it clear that the circumstances the reviewer discussed did not take place and instead promote a positive attribute of your business – this will minimise any damages the reviewer has made towards your firm!
Until next time,
Cents and Sensibility
Julia Taine, Executive Director of Vent2Me, is a marketing problem solver and mentor. A mover and a shaker, Julia sees a niche in an industry, and takes it, by making it her own. Julia started Vent2Me, because people she knew were struggling with their online presence and their digital strategies. Julia knew she could help these people, and so here she is today.