The goal here is not to have only good reviews, because even some of the best companies have bad reviews written about them. The goal is to achieve an effective balance, and to make sure that you don’t allow uncontrolled rumors to spread online. You also want to demonstrate through association that your brand is focused on good customer service . . . and that you’ll take steps to improve it when you fall short.
By leveraging online reviews about your company in your favor, you can often have a greater impact on the purchasing intent of consumers—who are deciding what to buy and where to buy it—than even the best TV commercial or magazine ad can have.
Marc Karasu is a senior marketing executive and digital marketing expert with 20 years’ experience. He’s also the founder of MeasuredUp.com, a leader in online customer service solutions and online reputation management. You can reach Marc via MeasuredUp.com or MAKtaste.com, his marketing consulting website.
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