Turning Bad Reviews into Positive Promotion
Posted on Apr. 28, 2015 / Subscribe 0
By: Aroushad Tahsini, University of South Florida PRSSA
Bad reviews in any industry, specifically the restaurant industry, are inevitable. But your response can decrease negative criticism and help maintain a positive reputation for your brand.
PRSA Tampa Bay members and guests met at Datz Deli to hear a panel discuss how to respond to reviews on social media. Panelists included Suzanne Perry, owner of Datz, Jennifer Vickery, president and CEO of National Strategies PR, Brett Nehls, senior community manager of Yelp Tampa Bay and Lauren Cresta, digital marketing manager of Bonefish Grill.
So how can you navigate reviews on social media?
1) Handle the situation promptly. It’s easier to alleviate a problem immediately rather than wait until it escalates. Perry explained that every table at Datz has a card that includes funny suggestions such as crumpling the card and throwing it at a manager. She admits the method is risky, but it also encourages unhappy diners to contact management right away if there is an issue.
2) Track online reviews: Both Perry and Cresta use software to collect online reviews. They are updated quickly and know when a client is unhappy.
3) Apologize: Try to acknowledge that person’s point of view. If the situation were reversed, what would you want to see? Apologize immediately and promise to work on a solution.
4) Use discretion with private or public responses: It really depends on your team whether or not you want to address a review publicly or privately. Perry usually responds privately and publicly to posts, while Cresta usually responds privately due to the large scale of Bonefish.
5) Politely address corrections and disgruntled comments: Sometimes reviewers make incorrect or frustrating remarks. Nehls highly recommends politely correcting the comment and avoiding rude responses.
6) Encourage direct communication: In order to diminish negativity on social media, Cresta and her team invite clients to contact the company directly.
7) Be yourself: Formality is not necessarily the right tone to use in every situation. Vickery suggested that you tailor your responses to suit your publics’ and organization’s personality.
8) Appreciate good reviews: When clients leave good reviews, be sure to thank them. It makes them feel appreciated and shows good customer service.
Guests also enjoyed delectable treats and beverages provided by Datz.
The next PRSA Tampa Bay event is the membership picnic at Picnic Island Park in Tampa on Saturday, May 2 from 10:30 a.m. – 2 p.m. Tickets are free for members and family and $10 for guests. Please RSVP by April 30.
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