EVERYONE
really is a
CRITIC
In the Information Age,
negativity gets amplified.
Here's what to do about bad
reviews on social media.
BY BRENDA PORTER
Y
ou've likely heard this statement dozens of times, dripping
with sarcasm, from a friend or two: "Everyone's a critic."
Today, with the prevailing wind of social media, that statement
has never been more literal. From citizen review sites like
"I was mortified," Liles says. "I didn't expect the woman to
Yelp.com, Google Local and Angieslist.com, not to mention say those things after she left."
Facebook and Twitter, everyone really is a critic.
Social media experts said Liles' first response is to be
Did your customer enjoy their cup of coffee or did they find expected. But it's what happens after the shock wears off that's
that swill so bad they wouldn't serve it to their worst enemy? most important to your business's image.
Whatever their position, there's an online forum waiting for
Social media expert and author Jason Falls advises any
their review. For café owners, it's how you turn that negative café owner to go on the review site and reply or comment
into a positive that will save your brand and
in the review thread, clearly identifying
possibly even grow your business.
him/herself as the owner and mitigate as
For example, one sunny afternoon two
they would with someone complaining in
sisters stopped by the Green Gables Tea
person.
Room (located in the Kindred Spirit Gift
"Recognize their right to complain,
Social media experts say to keep
Shop) in Beaufort, N.C., for afternoon tea.
apologize for the circumstance (at least),
an eye on these sites to see what
After their tea service they signed the inthen assess whether or not a full apology
people are saying about your
house guest book with pleasantries. But one
is warranted," Falls says. "Play that role
business.
sister, owner Libby Liles realized, didn't have
respectfully and with all customers' best
1. Google Local/Google Places
as good of a time as she penned. The sister,
interests in mind. You'll win more than
visiting from California, took to the online
2. Yelp.com
you lose."
review site, Yelp.com, and left a scathing
And there could be some weight to Falls'
3. Yahoo Local
report. That was last year.
assertion. In September 2012, a pair of UC
4. Merchant Circle
More than 12 months later, the negative
Berkeley professors made headlines when
5. City Search
review still pops up with every Google
they concluded that Yelp.com actually helps
6. Insider Pages
search for Green Gables.
businesses increase their revenue.
7. Angieslist
The Yelper complained that Liles' served
The study concluded, "Yelp ratings affect
high tea in plastic cups shaped like real
both customer flows and the probability of
china—a must since the local board of health does not allow booking a reservation" for restaurants. While this new research
dish washing in her building. The writer also complained her has been generating some buzz, the findings are actually quite
cup leaked, something Liles acknowledged has happened similar to a study conducted last year by Michael Luca of
before, prompting her to consider changing vendors.
Harvard Business School. Both sets of independent research
Top 7 review
sites for
businesses
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