Do you think responding to criticism publicly just makes things worse?
Would you be worried if someone whispered behind your back?
Just recently I spoke with the owner of a well maintained, family-friendly campground about online publicity. I was surprised at what she said.
I had asked her about her online presence. They had an attractive website, but not a Facebook page. She said she didn’t get involved in social media. I was amazed, because her type of business was very social-friendly, I told her.
I asked her what she would do if someone criticized her on a public forum, such as Yelp, CitySearch or MerchantCircle. She said she didn’t believe in getting into a debate with people online – that would only make things worse.
I disagreed.
If there’s a criticism, even if it’s unfair, the business owner is leaving him or herself open to unchallenged slander. One bad review can hurt business. It’s easy to find criticism online. But I’ve been impressed with explanations from businesses that are very reasonable and charitable. And when I see there’s another side of the story, I tend to withhold judgment.
You might want to consider this strategy when responding to criticism:
- Answer the charges briefly. If it is your fault, admit guilt, apologize, and explain the steps you are taking to make sure this does not happen again.
- Offer a discount as a thank-you for their patience.
- Don’t get involved in a back-and-forth debate, but suggest a private conversation to solve the problem.
- Ask friends to post positive, honest (but not glowing) reviews about your business.
Negative reviews can even boost business. I know a life and health insurance salesman who received a nasty and unfair comment on his Facebook page. The agent answered the charges very clearly and without malice. Another reader saw the response, and this person became a client.
You can keep track of when your personal or business is mentioned on the web with Google Alerts.
So, answer the bad criticism and use it to your advantage. Respond to the wider audience of prospects in mind.
