How to Turn Negative Reviews Into an Asset

The importance of customer generated publicity is growing all the time. According to a 2015 survey by BrightLocal, 92 percent of people use online reviews to learn more about a product or service, up from 88 percent only a year before. More and more people now base their buying decisions on comments from other customers, so it’s vital that businesses have numerous reviews left by genuine clients.

At Reputation Defender we work with companies to manage their reputation and create positive online content. There is nothing more valuable than testimony from a satisfied customer, but unfortunately not all reviews will be positive. Every business will face negative comments from a dissatisfied customer at some point, so it’s not a matter of if but when. Business leaders need to be ready with a plan in place to deal with negative publicity when it appears.

Stars are Important

Star rating is the number one factor that consumers use to judge a business, so a one or two star rating can really hurt a company that doesn’t have many reviews. On the other hand, it will be much less noticeable if there are already a high number of four or five star reviews. Surprisingly, a few unenthusiastic comments can actually help. Customers will tend to question the reliability of the reviews if each one has a solid five star rating.

Making Reviews Work for Your Company

Here are six steps to make reviews work for you company:

  1. Be proactive about customer service – Handling dissatisfied customers before they have a chance to leave a review is the most effective way of preventing negative comments. Online rants often come as a result of customers feeling ignored or overlooked, so if something occurs to disrupt normal service, or you know a customer is unhappy, make sure compensation is offered. A coupon, a discount on a future visit, or even a full refund can be worth it if it keeps the company’s reputation intact.
  2. Make it easy to leave a review – Generating a high volume of reviews is the best way to ensure a four or five star average. If you focus on excellent customer service, most people will have a positive experience and be happy to leave a testimonial, but they may not think about it unless you remind them. Send out review invitations by email, or on a receipt. Offer prizes or contests for people who leave comments. If you have regular customers, don’t be afraid to ask them directly.
  3. Set up an alert – Even with your best efforts, there will always be some negative reviews. Register for a Google Alert, so you will know right away when someone leaves a comment about your business, negative or positive. This will give you more time to read and respond to the comment before it has a chance to go viral.
  4. Respond appropriately –Mature responses show you can take constructive criticism and help to convince other readers that you’re not the one being unreasonable. Address the issue directly, apologize and explain what has been done to fix the problem. This makes readers feel you listen and are trying to improve. It’s also important to respond to positive reviews, so everyone leaving a comment knows they are appreciated.
  5. Take executive action when necessary – Responses that come from high-level management will always be more effective. Not every executive has time to respond to reviews regularly, but just a few comments a month will show feedback is taken seriously.
  6. Track your statistics – If you practice good customer service and encourage reviews, you should get four or five stars from approximately 85 percent of your customers. Many customers distrust reviews that are entirely positive, so don’t make this a goal. Welcome some negative comments, but respond appropriately and try to make sure a similar situation doesn’t occur again.

ORM is Vital for Company Success

Online reputation management (ORM) has become better known over the past few years, yet not many people realize just how important it is when building a business. A positive internet reputation boosts credibility, increases sales and improves the overall image of a company. It’s one of the most important keys to a startup’s lasting success. With all this at stake, it’s worth making a considerable investment in reputation management. You can look at professional reputation management services offered by Reputation Defender.

How Does ORM Work?

Why is reputation management so important? Simply put, page one of your company’s Google search has become the modern version of a company brochure. It’s where customers go when they want to find out more about you. Yet unlike an in-house publication, business leaders don’t have absolute control over the content of the SERP. It contains feedback from customers and articles written by independent news sources, as well as the official website. This makes the SERP more vulnerable, but also more powerful. Business leaders often have to work quite hard to influence organic search results in their favor, but once they do, there will be a much higher chance of turning anyone casually researching the brand into a long term client.

The following types of SERP results are crucial to creating a revenue-generating reputation:

  • Credible Testimony – Today’s customers are more likely to trust the opinion of other consumers over what you say about yourself. Positive comments left by genuine clients will reinforce the company image and make it seem more trustworthy.
  • Positive Reviews – Consumers are more likely to buy a product if they can find reviews from other satisfied customers. Drawing four and five stars on well-known sites boosts sales more than any other single factor.
  • Personal Interaction – Even internet customers want to feel a personal connection with the businesses they patronize. Social media posts, blog articles and responses to comments and reviews all help to show there are real people who take pride in their work behind the company logo.
What Constitutes ORM?

ORM today is a multifaceted field that includes regular social media monitoring, responding appropriately to comments, blogging, news and website updates, as well as more technical SEO techniques. Today’s internet no longer functions from the “top down”, with business leaders informing customers about their company. It is a grass-roots environment in which everyone has a voice.

Businesses need to create the impression of transparency, allowing customers to feel involved with all parts of the process. Appropriate responses and honest admission of mistakes or lapses in services can minimize the impact of reputation-damaging material and is much more effective than lying to cover up the issue. Beyond this, ORM is about creating a deep reserve of positive, ranking content so that even when negative material makes it onto the SERP, it will be balanced by informational articles about the company and positive testimony from other customers.

ORM is a big task and businesses shouldn’t be afraid to ask for help. If you’re struggling to establish a positive online reputation for your business, consider working with our team at Reputation Defender.

UK E-mail: uksales@reputationdefender.com

Tel: (+44) 800 131 0700

US E-mail: support@reputationdefender.com

Tel: (888) 851-9609

How Can I Avoid a Phishing Attack?

Phishing attacks are scams that trick people into exposing financial details and other sensitive data. Phishing is not new; this type of online attack has been around almost as long as the internet, but today’s schemes are more sophisticated and harder to detect than ever. In the past, all but the most naïve could see through badly written requests to transfer money or suspicious-looking prize notices. This is not the case with modern phishing schemes which often resemble official communications so closely it’s hard to tell the difference. Some hackers take the time to learn co-worker’s names and personal details to make them appear even more convincing.

Phishing scams pose numerous risks. The most common scenario is a virus that will infect a computer through a contaminated link or a compressed document. Malware delivered through phishing can steal personal information, including financial details, or it may contain ransomware that will encrypt computer files and hold them hostage until you pay a fee. Most viruses have the ability to spread and infect an entire company network and businesses are frequently targeted since they have more resources and incentive to protect their data.

Falling prey to a phishing attack leaves a company vulnerable to financial theft, as well as leaks that could release trade secrets and confidential information. Compromising data released to the public causes reputational damage that’s hard to undo. Experts at Reputation Defender work to safeguard client reputations through regular privacy audits that catch problems as they emerge. We also help to repair online reputation by creating and promoting positive content.

Types of Phishing Attacks

There are basically two ways a hacker may design a phishing scheme:

  • Mass-scale phishing – A general attack that includes many different methods of communication. A lot like casting a large fishing net, mass-scale attacks do not target a specific person. However, they may include numerous semi-random attempts aimed at discovering the weakest link in a company’s network – the one employee gullible enough to click on a random link or reveal their password to a stranger.
  • Spear-phishing or Whaling – Spear-phishing is a targeted attack aimed at a specific person or a group of people. This type of phishing attack often includes details that make the included information seem legitimate. Emails can be designed to resemble personal office communication or a typical business invoice. Whaling is a type of spear-phishing that targets high-level personnel, particularly the CEO. Hooking these so-called “large fish” gives cyber criminals easier access to sensitive company data and financial accounts.
Methods of Delivery

Fraudsters have found even more creative ways to deliver links, through email, phone calls, text messaging and social media feeds.

Email phishing

A phishing email often looks like a generic notice from a well-known company or a bank. Cyber criminals have been known to copy logos from PayPal and eBay well enough to avoid detection. Typical scare tactics include warnings that the account is insecure, the password has been changed or there is a payment past due. Phishing emails usually include a CTA asking victims to click on a link or open an attached document. A targeted spear-phishing email may reference a colleague or a boss.

Things to look for – Many phishing emails still have small spelling mistakes or grammatical errors that a native speaker wouldn’t make, so this is the first thing to check. A missing email signature is another red flag or a form of address or writing style that’s not normal. Sometimes the only way to detect a phishing email is through slight changes in the email or domain name, such as the use of zeros instead of the letter “O” or “rn instead “m”. These can be easily missed, so if anything seems off, double-check the email address and domain name carefully.

Voice phishing – Vishing

Phone calls are another phishing technique (called vishing) which is aimed at getting individuals to hand over financial details or personal information. Like email phishing, vishing is often based on scare tactics that encourage victims to take action quickly without thinking about the consequences. Fraudsters may warn that a bank account is in danger or they may threaten legal action if a bill is not paid. Between 2013 and 2016, almost 900,000 people in the US received vishing calls purporting to be from tax collectors with IRS. These calls resulted in 5,000 victims with collective losses of USD $26.5 million.

Things to look for – Asking that bills be paid over the phone is unusual, so this should be an immediate warning. Banks also rarely ask for financial details or personal information over the phone. Don’t give details out unless you’ve made the phone call yourself to an official number and you know the counselor you’re speaking with well enough to recognize his or her voice. Other things to watch for are masked numbers or unknown caller ID.

SMS phishing – Smishing

Text messaging is another phishing technique that has come to be called smishing. Smishing messages often resemble phishing emails; they can come in the form of fake account notices with a CTA link. Some cyber criminals have even been known to use smishing to highjack a two-party identification system, first by requesting a password reset on your account, then sending a text asking for the code you just received in order to fix ‘’unusual activity” on that same account.

What to look for – Unusual or unfamiliar numbers should be a give-away, as well as unsolicited messages or codes you haven’t requested. Unless this is a company that normally sends texts, you should wonder why they are using this form of communication.

Social Media Phishing

Phishing schemes have also infiltrated social media. Fraudulent posts may claim you’ve won the lottery or ask you to click and sign up for membership. Targeted attacks often pretend to be from a friend who’s opened a second account. Some scams may even come from a regular account that’s been hacked.

What to look for – Watch for irregularities (why would a friend choose to open different account?) or language that doesn’t sound like the person you know. Be suspicious of sponsored posts from unknown businesses and links included in comments made by people you don’t know well.

Avoid Getting Hooked

Avoid all forms of phishing with these basic guidelines:

  • Don’t click on a link in an email or a text message unless you’re sure who the sender is.
  • Be wary of unsolicited messages and unusual account notices. Verify with the company before taking any action.
  • Always sign in to your accounts via a trusted app or by entering the URL in your browser. Don’t use an embedded link even if you think it’s legitimate.
  • Double-check any communication that’s doesn’t follow normal protocol. It never hurts to follow-up with an old fashioned phone call to make sure the message is from the real sender, especially if there’s money or confidential information involved.
  • Don’t transfer money without verifying who’s asking for it and where it’s going.
  • Don’t give out personal information over the phone.
  • Don’t fall for scams that seem too good to be true. They probably are.