| It can be very unnerving when a business is listed in a | | | | it would overwhelm customers. IRM strategists |
| negative report on the Internet. When one's business | | | | recommend that businesses don't put more than three |
| name and is in the title of a Google search result page, | | | | choices in a customer email. |
| it immediately implies that the company has done | | | | Since there are about a dozen websites that should |
| something wrong. When these complaint posts are | | | | be considered for an IRM platform, the first email could |
| resolved to the satisfaction of the consumer, one will | | | | link to the highest value review sites like Google Maps, |
| find that the post still stays up. One might infer that the | | | | Yahoo Local and Yelp. Once these websites had |
| end game of these websites it to have something | | | | ample reviews posted, businesses should send a |
| "bad" on every business name to drive traffic to their | | | | second version of the email to target sites like |
| advertising campaigns. | | | | InsiderPages, CitySearch and JudysBook. The goal will |
| These websites make their living off of being | | | | be to have at least six positive reviews on the most |
| sensational and controversial, so business owners | | | | popular public portals in an industry. |
| shouldn't expect any common courtesy or concern as | | | | Every industry has specific high value web review |
| to how a post is negatively affecting their business. | | | | properties. For car dealers, that website is For |
| The owners of these websites get daily threats and | | | | restaurants, they have a few high value sites like |
| letters from lawyers but most are ignored. This can be | | | | OpenTable and ChowHound. So, in addition to the |
| incredibly frustrating especially when businesses could | | | | national review websites, don't overlook industry |
| be losing hundreds or thousands of dollars each week | | | | specific websites. |
| the post remains visible. | | | | Keep in mind that only REAL customers should be |
| Is there any protection from competitors who decide | | | | posting. Often computer IP addresses are checked |
| to make false reports? Not really. If someone wants | | | | when a review is posted so 10 reviews from the |
| to attack there are numerous ways to defame | | | | same IP address would most likely raise a flag and the |
| another company anonymously. So what is a | | | | posts would be removed. |
| company to do when the Internet has created a virtual | | | | Fake reviews are often easy to spot. Encourage |
| soapbox for anyone to instantly create a negative | | | | customers to be specific in their reviews and write |
| global message? | | | | about whom they dealt with in your company and |
| Companies need to have a strategy that includes | | | | what was their specific interaction with your business. |
| offensive and defense measures to control what | | | | In your email, ask them to close the review with their |
| consumers are writing about them on the Internet. | | | | full name and the State/City they live in. By adding a |
| Companies that stand to be hurt by sites like or should | | | | name the post has an extra degree of credibility rather |
| implement a proactive Internet Reputation | | | | than a review being signed as "J. Smith". |
| Management strategy that includes positive reviews | | | | The offensive elements of an Internet Reputation |
| on the Internet to create a balanced view of their | | | | Management (IRM) campaign will be proprietary to the |
| company and its products or services. | | | | firm that a company hire to assist them with their |
| The defensive elements of an Internet Reputation | | | | specific problem. However, in effect, an Internet |
| Management strategy would start with ensuring that a | | | | Reputation Management consultant will often employ |
| business listing is correctly represented in all the top | | | | highly focused SEO strategies and content publishing |
| consumer review websites. Once this task has been | | | | platforms to push these negative reviews off of page |
| completed, an email needs to be drafted to customers | | | | one. |
| that would request and simplify the task of posting | | | | If a business has not carefully reviewed what has |
| positive reviews on these sites. | | | | been written about them on the Internet, they should |
| The customer participation email should have a few | | | | take the time to assign that task immediately. Then |
| versions since there are so many places that a | | | | formulate a company IRM policy that addresses any |
| business will eventually want to have reviews. | | | | immediate needs and protects your business from |
| Businesses should not have only one version of the | | | | future attacks. Ignorance in this area of Internet |
| email that shows links to 10 different review websites; | | | | Marketing can be costly. |