Social media is all about personal connections, recommendations and reviews. Whether someone is urging you to agree with them on a political point or raving about their new favorite restaurant in the neighborhood, you will care more the closer you are to them.
This extends to reviews as well. If you are searching for a business on Google, Yelp or wherever, you are likely to not only read the reviews, but be swayed by them. This may be especially true on NextDoor or other apps that are neighborhood-centric.
Unfortunately, just like there is fake news, there are fake reviews. Judging by a long thread on the Facebook help desk, this is a widespread and longstanding problem. But, there are also true reviews that can be devastating for reputation management. All it takes is one person with a suboptimal experience to make someone else think twice.
In addition, there seems to be a cadre of self-appointed food critics out there who really go out of their way to heap on the snark with ample sides of hypercriticism.
What can a small business do? It’s simple: get good reviews from happy customers. Serve them well. Ask for reviews at the point of sale or in emailed invoices. Also, make sure you encourage customers to provide feedback, including constructive criticism, directly through a customer service channel, thus giving you an opportunity to make amends and diminishing the chances of a review rant appearing.
What Comes Around Goes Around
Ask yourself when was the last time you gave a business a review? Given I am engaged in social media marketing, I always feel obligated, if I enjoy an experience, to write a great review. Some recent examples:
For my dentist (Edge Dental) on Google: “Came back for my cleaning today and Dr. Lai answered all my questions. He also scrutinized an area of concern we will check again if it doesn’t improve in a couple of weeks. Great office staff and perfect location on Memorial Drive. I know I am in good hands.”
For my favorite Thai restaurant (Thai Chefs) on Yelp: “The last time I had Thai food this good, I was at an upscale restaurant in Bangkok. This place is a cut above. The food is outstanding. The service is attentive and warm. My first time here and I can’t wait to come back!”
For my favorite auto shop (AAMCO Bellaire) on Google: “I had a check engine light another mechanic couldn’t figure out and then found out if I wanted the dealer to look at it, I would need to drop off the vehicle for at least 48 hours. Beal’s shop ran the codes and asked about the idle speed (like the previous mechanic) and then came up with the correct solution: buy some premium fuel and run it down the highway. That worked! This is my place now for oil changes. Also, I have thought about lifting my Jeep and Beal cautioned me about possible complications. He then spoke to the lift-kit shop and reported back to me that those guys would indeed do it properly. That’s above and beyond service!”
Call it good karma. Put positive vibes out into the universe by giving good online reviews and good reviews may come back to you. Again, though, the best way to generate good reviews is to ask happy customers to write them. It just takes a moment for a beautiful review to blossom.
For more information on social media marketing, contact consultant Katharine Fraser.