Because I’m in the content creation business, I encourage clients to build up their online presence and act in one or more of the following ways:

1. Respond quickly

2. Offer a solution (a how-to guide, step-by-step instructions)

3. Create content that addresses the real concern (if they really think they spent too much, offer 25 additional ways to use the new Widget 2000)

4. Use articles, blog posts, Web page content, Audio Acrobat testimonials, tweets, and social media posts to present a different picture

5. Post so much valuable content in your company’s name that the bad review will eventually fall to the bottom of the pile

This is also called Reputation Management.

@Debbie Lynn Butler had great suggestions.

1)  Always monitor what is being said about you online through Google Alerts Google Reader  or Trackur or Alertrank or Social Mention  for your Company Name and Personal Name.as well as your product names.  In that way, you are on top of the good and the bad “at the point of the consumer’s experience”.  If possible, set up a regular monitoring schedule and set-up the above tools to streamline the process.

2)  When you encounter a bad review of your products or services, approach the person online to clarify their issue with good listening skills, and graciously responding to allegations, complaints or concerns

3)  Then take it “offline” to offer solutions to their problem such as Debbie said or offering a full refund if that is the only way to resolve the issue.

4)  If nothing works in approaching the person to resolve the issue and it is in an article or blog post, for example, politely request removal or an edit of the original post with the correct information.  If not possible, then the last resort is to post a comment with a tactful correction of the post, and re-direct the comments by referring to a link of a blog post you have written to address the issue and resolve it.  As well you can encourage comments and questions.

4)  To counter balance bad reviews, gather as many recommendations and testimonials as your satisfied customers can provide.  Ask them if they would be willing to provide good reviews that they will allow you to include on your site.

These are great posts, @debbielynnava and @dcoville!

I’m authoring a book on Reputation Management and posted this to get a feel for what people are currently thinking/doing in relation to it.

I also want to get a feel for which tools are most popular with this more savvy, focused group.

Great answers might result in getting your name in print!

@afung604, if I were in your shoes I’d do exactly what these ladies suggested for your franchisee, even though they should be doing it for themselves, and then taking the appropriate action within your organization to get them to do what they’re supposed to be doing.

You’re right to be concerned about one franchisee’s complaints affecting everyone else in your organization. It’s true. You can’t afford to wait until the franchisee cleans up their own proverbial mess because it’s negatively affecting everybody.

Good luck with it and please come back with any more specific questions you might have on how to proceed or reports on what happened!

~Lori

Thank you for all the great comments. It’s much appreciated. This group has been an amazing resource so far.

@donpurdum Hopefully none of us will have too much previous history with a complainer, although people like this can certainly make one appreciate those who appreciate your product or service.