Defending Your Company Online

It doesn't matter whether your company is large or small, in today's world reputation is everything. And with so many people using review and social media sites on the Internet, a bad review or public relations crisis can severely damage your bottom line.


Of course, you have the right to defend yourself, and you should do so as quickly as possible. Almost every review website and all social media platforms give business owners the opportunity to defend themselves by responding to bad reviews, comments, and posts, offering their side of things and even striking up a conversation with the original poster. But, it's important to deal with negativity the right way.

Act as Quickly as Possible and Take Charge

Your business should manage the crisis, the crisis shouldn't manage the business. With that in mind, respond as quickly as possible, even though it may be tempting to wait until you know all the facts, you're sure of what happened, and you know who's to blame. People who are affected by the crisis want answers quickly, and it's better if your company provides them before someone else does. Even if you only post a short message stating you're aware of the problem and are looking into it.

Be Honest and Upfront

It might be tempting to simply remove negative comments and reviews from your page or try to cover up existing problems. But this can make it seem as though you don't care about your customers and are just ignoring an issue. Instead, be as honest and upfront as possible. If a mistake was made, admit to it, apologize and do what's necessary to correct it. Mistakes happen, and nobody expects you and your employees to be perfect, just honest.

Think Before you Respond

Yes, I know I said to act as quickly as possible, but put some thought into your response and effort into writing it. This helps to show that you care about your customers' experiences and are willing to address any issues that may arise. Showing that you care contributes to building trust and nurturing relationships with your clients, and can help to turn critics into fans.

Never Lose Your Temper

It's perfectly natural to get defensive when you read criticism and negative posts, and there may be situations where you don't agree with what's being posted. But publicly attacking the poster or being rude will only make things worse and is completely unacceptable in social forums. Instead, provide as much accurate information as you can and do your best to satisfy every poster.

Remember That you Can't Please Everyone

There may be times when no matter what you do you'll be misunderstood. Just make sure you follow the tips above, be as transparent and honest as possible and calmly address criticisms, questions, and comments. If you've satisfied the majority of your customers and anyone else following the information, they will willingly step up to help support you against any further negativity or criticisms.