Online Review Management: Strategy for Review Sites & Social Media (2023)

What do customers say about a brand on review sites and social media? Here’s what you need to know about online review management.

As the number of people connected online continues to rise, reviews shared to review sites and social media have quickly become today’s word of mouth — making online review management more important than ever.

When a consumer’s favorite athleisure brand offers to fix year-old running shorts at no cost, they’ll likely thank them on Twitter with enthusiasm. But you can also be sure they’re sharing on Tripadvisor when they get back from Hawaii to see they’ve been overcharged for their stay and had to call over 5 times just to get a refund request form.

According to report from Search Engine Journal, 99.9% of consumers read reviews when shopping online. And 96% of them are particularly interested in negative reviews.

When it comes to review sites and social media, there’s no denying the need to monitor and manage both the good and the bad.

What is Online Review Management?

Online review management refers to monitoring and responding to customer feedback across platforms such as Google, Yelp, Facebook, and many others.

Consumers use each platform to share their experiences with a brand, and their online reviews can be seen by friends, family, and strangers interested in the same brand and its offerings.

As a practice, online review management entails aggressively searching for reviews, responding to them effectively, and using the feedback in comments to enhance products or services.

How Online Reviews Influence Consumers & Impact a Business

In the digital-first environment, online reviews significantly affect a company’s reputation — and even its profitability.

Reviews shared online influence the perception prospective buyers have of a brand before they experience its products or services for themselves. 86% of consumers will hesitate to do business with a brand if negative online reviews are plentiful. Fewer customers mean fewer sales opportunities, a direct blow to revenue.

Online reviews also impact rankings in search engine results pages (SERPs) as Google accounts for reviews when ranking companies. As such, the better the reviews you get, the more visible your brand will be to potential customers.

Most Important Steps to Manage Online Reviews

Knowing what customers are saying in public is a large part of online review management, so it’s important to take action with online reviews as an integral part of customer experience (CX) and digital experience (DX).

But it’s also more than keeping tabs on the words and phrases customers use. Online review management is also about the action you can take to shape sentiments, reducing the number of negative reviews and increasing the number of positive reviews.

Here are the steps to take to manage online reviews.

#1. Monitor your online reviews regularly

Online reviews appear at a rapid pace, both for small businesses and massive enterprises. Customers love taking their opinions to virtual town squares, and that’s why companies of any size need to prioritize online review management.

You need to monitor these reviews constantly to have a pulse on what consumers say about your brand and its products or services. Sure, it’s easier said than done. But that’s why customer experience management (CEM) software exists, and some review sites and social media platforms will offer notifications for each review that’s submitted.

Considering using notifications to be alerted of new reviews. You can also leverage text analytics to monitor the words and phrases, understanding the sentiment behind the feedback. Doing so helps uncover trends and provides opportunities to increase customer satisfaction (CSAT).

#2. Respond promptly to all reviews

Tracking reviews is only beneficial if you also respond to them. Responding to online reviews shows customers — both existing and prospective — that your brand values their comments and aims solve problems.

Ensure you respond to favorable and unfavorable reviews. Responding to positive reviews builds customer loyalty and a strong reputation. And responding to negative reviews helps a business resolve customer concerns, showing a true dedication to customer happiness.

#3. Address negative reviews constructively

Negative reviews can be difficult for businesses to handle, but they offer a chance to improve customer service. Take them as a chance to demonstrate your dedication to customer happiness by responding to unfavorable reviews constructively.

When responding to positive reviews, do so empathetically and apologize for any bad experience. You should also consider a remedy that would turn things around. Taking a defensive or aggressive approach that pins the blame on the customer just puts your brand at risk of turning off future customers.

When an angry customer decides to blast your brand, it should be obvious that returning the favor is an awful idea.

#4. Encourage happy customers to leave reviews

Struggling to earn online reviews? Happy customers are your greatest asset. If you typically collect feedback with customer surveys, incorporate an option in those surveys encouraging customers to submit a review.

You can also do this through your company website, emails, and social media with review sites integrated with the channels used.

Keep in mind, though, that review sites prohibit compensating clients for positive reviews. But you can increase the likelihood of satisfied clients giving positive reviews by recognizing and appreciating them through promotional discounts or prize draws.

#5. Engage with customers and show appreciation for feedback

Understanding what customers love (and their pain points) throughout the customer journey is essential to review management. However, it’s not just about that. As a brand, you need to actively engage with customers and one method is by responding to their reviews.

Doing so demonstrates your dedication to the brand-customer relationship.

You can also create engagement opportunities by soliciting customer feedback and ideas outside of key moments like a purchase or interaction with the contact center. Run email surveys or social media polls asking for feedback regularly. It invites customers to share their opinions even if they’re not actively shopping.

Lastly, thank customers for their reviews and highlight favorable feedback on a company website or social media. It demonstrates a brand’s customer-centric mindset.

Leverage Online Reviews to Improve Your Business

While good businesses manage online reviews, the best businesses take it one step further and leverage reviews for the better. As you’d expect, positive reviews significantly boost a business by building its reputation and attracting new clients.

Here are some of the ways you can use reviews to boost a business’ reputation online.

#1. Identify patterns and trends in feedback

Reviews may seem random and unrelated on the surface, but that’s rarely ever the case. When evaluating reviews closely, you’ll notice underlying themes.

Uncovering patterns and trends in feedback is the secret to getting the most out of online reviews to improve a business.

If consumers frequently highlight a specific feature’s usefulness, you’re likely next step is to promote it front and center in marketing materials. You can also draw inspiration from online reviews targeting your agents for falling short of customer service expectations regularly, using negative feedback for coaching and training.

Words and phrases are one thing, but the deeper meaning behind online reviews is what businesses really need to know.

#2. Use feedback to improve products and services

Online reviews are beneficial for product development. As customers share the features they enjoy and the ones that aren’t very intuitive, you’re able to focus on those areas to improve products and services.

If you do this consistently, CSAT will increase and, along with it, your revenues and market share.

#3. Respond to feedback and show customers you are listening

Consumers look beyond the products and services you offer to decide whether or not to buy from you. Now, they prefer brands that know what they want, need, and expect based on their preferences. Personalization is everything today.

As such, responding to customer feedback is vital. It helps build trust and shows customers that your brand appreciates their thoughts.

#4. Use positive feedback in marketing materials

Considering that most consumers look for online reviews prior to making a purchase, make it easier for them to find positive reviews. Incorporating your best reviews in your marketing materials is an easy way of achieving this.

Initiatives highlighting positive reviews on a website or in a mobile application show potential clients that your company is reliable and offers high-quality experiences.

#5. Address negative feedback internally and make improvements

Regardless of how good your company is, it will receive negative reviews. When this happens, take it as an opportunity to improve. So, take them seriously and examine them internally to determine if there are notable concerns to address.

For this to yield desired results consistently, foster open communication between employees on the front lines and customers. In addition, implement a feedback collection and analysis system and build a culture where workers feel comfortable giving management input.

#6. Monitor competitors’ reviews to stay ahead

You’re competing with several rivals for the same audience, so your brand’s success in the market is not just about what you do but also what competitors are doing.

Monitor your competitors’ online reviews because it’ll reveal weaknesses and opportunities to stand out in front of them. Where you find they’re being praised, figure out if there’s something you can do better. Conversely, if there are criticisms, evaluate your products or services against them to know if you need improvement.

Recover from Negative Reviews: What to Do Using Online Review Management

Responding to negative online reviews is not an easy task, and you can’t escape it. But with a mindset to delight customers no matter what, you’ll cultivate a customer base coming back for repeat purchases and referring their peers.

As you respond to negative reviews online, here’s what you need to remember:

  • Always take the high road: Knee-jerk reactions and pointing fingers don’t help, so treat the customer as if they are right even if deep down you feel they are wrong.
  • Be transparent: Customers see right through lies, and they respect a truthful explanation.
  • Take the issue offline: Exchanging messages in a public forum makes it easy for existing and potential customers to scrutinize what’s gone wrong, so try to move to an email or live chat as soon as possible.
  • Learn from every review: Something about an experience with your brand and its products or services motivated the customer to leave a review; think about that and take action on what they said.
  • Have methods in place to prevent negative reviews: Your best chance at preventing negative reviews to begin with is by offering exemplary customer experience.

You’ll find that, over time, the volume of negative reviews decreases and the positive reviews take center stage.

Make Online Review Management Easy

Beyond empowering the agents on the front lines to systematically close the loop with customers, having all types of customer feedback in one platform provides actionable insights.

Here’s what to look for in a customer experience management platform that can analyze online reviews:

  • Sentiment Analysis: The sentiment analysis function employs machine learning to automatically assess customer evaluations’ tone and sentiment, helping you spot negative comments and respond properly.
  • Case Management: Our case management function helps businesses respond to unfavorable reviews quickly and efficiently.
  • Action Planning: Medallia lets businesses design and monitor action plans to address negative feedback and improve their goods and services.
  • Feedback Surveys: Our real-time feedback surveys help businesses uncover and handle negative comments before it becomes unfavorable reviews.
  • Social Listening: Medallia’s social listening function helps businesses spot unfavorable reviews and respond quickly by monitoring and analyzing social media channels for brand references.
  • Reputation Management: The reputation management function helps businesses handle bad reviews and enhance their reputation across several review sites.

Companies such as Best Western have seen staggering results from frontline engagement: Properties that actively engage online outperform properties that don’t. In fact, compared to properties that haven’t embraced social media, socially engaged properties score 30% higher on Tripadvisor and generate 64% more reviews.

Now you understand just how critical online reviews and online review management are to a business — and it’s only going to get more important. Request a demo today, and you’ll get to see exactly what Medallia can accomplish for you.


How do you manage online reviews? ›

6 ways to manage online reviews effectively
  • Know how to respond. The right tone and the right words are everything. ...
  • Respond quickly. It's critical to respond to reviews as fast as you can. ...
  • Get to know social marketing. ...
  • Keep reviews up to date. ...
  • Call for back up. ...
  • Use review management tools.
Jan 13, 2016

What are the four 4 tips to manage online reputation easily? ›

How To Ensure Effective Online Reputation Management
  • Be Active On Social Media. ...
  • Create A Blog. ...
  • Know That Reviews Are Crucial For Online Reputation Management. ...
  • Manage Your Net Promoter Score. ...
  • Pay Attention To Feedback. ...
  • Interact With Different Types Of Clients.
Feb 24, 2018

How do you write an online reputation management strategy? ›

4 Online Reputation Management Strategies to Attract New...
  1. Establish a Review-Requesting Program. ...
  2. Develop a Process for Monitoring and Responding to Reviews. ...
  3. Create a System for Managing Your Business Listings. ...
  4. Don't Forget Social.

What is the best way to build up online reviews? ›

10 ways to increase and improve your customer reviews
  1. Put your reviews front and center. ...
  2. Get on the same sites as your customers. ...
  3. Follow up with buyers. ...
  4. Ask the right questions. ...
  5. Contact those who leave you glowing reviews. ...
  6. Contact those who leave you negative reviews. ...
  7. Run a contest. ...
  8. Reward those who review.

What is the importance of managing online reviews? ›

Online reviews help consumers make purchasing decisions. Customers are 63% more likely to trust brands with online reviews compared to brands with no reviews. A lack of reviews makes buyers feel increased risk, which makes them less likely to buy.

What is the easiest way for a company to manage its reputation with online review sites? ›

7 Online reputation management techniques for brands
  • Perform a brand audit. A brand audit is a critical first step in your online reputation management strategy. ...
  • Monitor brand mentions. ...
  • Respond to negative reviews. ...
  • Invest in SEO. ...
  • Leverage public relations. ...
  • Encourage customer reviews. ...
  • Promote positive content.
Mar 11, 2022

What are the 3 categories of tactics for reputation management? ›

In the field of online reputation management, there are three main building materials — earned, paid, and owned content.

What is social media online reputation management? ›

Social media reputation management relies on performing audit, monitoring and listening to learn what your audience says and thinks about your brand. Your brand's reputation depends on the way you interact with your audience. One of your business purposes is to increase brand awareness through positive feedback.

What are the six dimensions of online reputation model? ›

Six dimensions of reputation were measured by Reputation Institute: social responsibility, vision and leadership, financial performance, workplace environment, products and services, and emotional appeal (see Figure 1).

What makes a useful online review? ›

Reviews with disclosure of reviewer's identity and high reputation are useful. Review ratings and review elaborateness positively affect the perceived usefulness.

What are online review platforms? ›

Customer Review Sites are online platforms that enable consumers to make public opinions and ratings (ratings) on products, companies, or services. As a rule, individual review platforms serve specific industries, such as TripAdvisor for the tourism industry or Yelp for the catering and service industry.

How do you build a strong online presence? ›

How to set up your online presence
  1. Build a professional website. ...
  2. Retain and target customers on social media. ...
  3. Build an online store. ...
  4. Drive traffic to your business with search engine optimization. ...
  5. Make sure you're updated on all online directories. ...
  6. Convert more customers with online reviews. ...
  7. Take advantage of ad retargeting.

What are 2 strategies to build a professional reputation? ›

There are many ways to maintain a mindset of helping others, including:
  • Giving credit to others for good work.
  • Complimenting and telling someone when they do a good job.
  • Making introductions for contacts.
  • Showing appreciation.
  • Mentoring a colleague or young professional.
  • Discussing the career path of those on your team.
Oct 3, 2022

What are the 7 key drivers of reputation? ›

The Reputation Institute uses the “RepTrak “ model that suggests that there are seven dimensions or drivers of reputation: products and services, innovation, leadership, workplace environment, citizenship, governance, and financial performance.

What are the 3 elements of measuring online reputation? ›

Let's have a closer look at which metrics to track.
  • Online customer reviews. Customer reviews have a major impact on consumer trust and brand credibility. ...
  • Branded search. ...
  • Social media profiles. ...
  • Conversion metrics. ...
  • Site traffic.
Jan 10, 2022

How do you monitor and manage online reputation? ›

7 Techniques to Monitor Your Business Reputation Online
  1. Check Social Media Often, Including Your Ads. Someone on your team should be managing your social media channels daily. ...
  2. Monitor Review Sites. ...
  3. Set Up Google Alerts. ...
  4. Check Your Blog. ...
  5. Identify and Follow Industry Hashtags. ...
  6. Perform Regular Search Audits. ...
  7. Use Automated Tools.

What is the purpose of review management? ›

They allow you to determine and evaluate management system performance, the need for change and improvement, and the suitability of business policies and objectives. Management review allows an organisation to: Review actual results relating to the performance of the business and its systems.

What are the benefits to monitoring reviews? ›

Let's break down six reasons why your small business should be actively monitoring reviews.
  • The Power of Reputation. ...
  • More Clicks, Conversions, and Better Search Rankings. ...
  • Get More Local Customers. ...
  • Responding Gets You More Positive Reviews. ...
  • It's a Great Source of Customer Feedback. ...
  • Beat Your Competition.

What are reputation management strategies? ›

A reputation management strategy is a process of managing a person's, company's, or brand's online narrative. It is part of monitoring views and conversations, dealing with reputation threats, and proactively taking opportunities to improve brand image.

What are the four components of reputation management? ›

Below, we present you 5 key elements to managing your online reputation.
  • Review monitoring.
  • Satisfied customers.
  • Social media monitoring.
  • Brand-related mentions.
  • Staying ahead of the competition.
Jul 24, 2021

What are the two tips to maintain digital reputation? ›

Here are some things to consider to safeguard your online identity and reputation:
  • Remember that nothing is temporary online. ...
  • Mark your profiles as private. ...
  • Safeguard your passwords and change them often. ...
  • Don't post inappropriate or sexually provocative pictures or comments. ...
  • Don't respond to inappropriate requests.

What are the four tactics in strategic management? ›

Tip. The four phases of strategic management are formulation, implementation, evaluation and modification.

What are the three management strategies? ›

Successful strategic management involves three steps: Planning, Execution and Monitoring Developments & Progress.

What are the six 6 characteristics of reputation building communications? ›

There are six characteristics of reputation building communication which are clear and direct , informative , main ideas , appealing , benefit and attractive .

What is online reputation management with example? ›

Online reputation management is a practice of structuring a brand's reputation on the internet by displacing misleading content, uploading trending content, and making it visible through the help of other internet algorithms. For a user, the brand must display or provide correct solutions for their queries.

What is online reputation management tools? ›

Online reputation management tools are digital platforms that allow users to monitor what is said about their brand through digital media, such as customer review portals, social networks, and online maps.

What are the features of online reputation management? ›

Build & Manage Your Reputation
  • Customer activity dashboard.
  • Net Promoter Score.
  • Survey questions.
  • Open text customer feedback.
  • 1st-party reviews.
  • Customer profiles.

What are the 7 dimensions of e business strategy? ›

They invest in this alignment at the level of their culture, strategy, structure, process, intellect (innovation), function, and tactics. A systematic understanding and embracement of these seven dimensions of Business-Technology Alignment is at the core of a successful digital enterprise.

What are the 7 dimensions of reputation? ›

Cognitive consideration of various stakeholder groups in a form of perceptions and attitude is constructed towards 7 corporate reputation dimensions: Products & Services, Innovation, Workplace, Governance, Citizenship, Leadership and Performance.

What is the key to building credibility with online reviews? ›

Here are five practical recommendations to preserve the credibility of reviews:
  • Get More Reviews From Verified Buyers. ...
  • Eliminate Fake Reviews Right Now. ...
  • Be Transparent About Who Writes Reviews. ...
  • Implement a Post-Purchase Email Program to Collect More Reviews. ...
  • Provide Incentives to Attract a Better User Sample.
Sep 24, 2019

What makes a strong review? ›

Be authentic: Review your own experience, and explain what the place was like and the service you received. Try to be as accurate as possible, and include both the positive and negative aspects of your visit. Be respectful: Business owners often use feedback to improve their offerings.

What is the impact of online review sites? ›

(2020) showed that pleasant online customer reviews lead to a higher purchase likelihood compared to unpleasant ones. They also found that perceived credibility and perceived diagnosticity have a significant influence on purchase decisions, but only in the context of unpleasant online customer reviews.

What is social review sites? ›

A Social Review Site is a website on which reviews can be posted about people, businesses, products, or services. They are sometimes a feature within a social media platform but aid in sharing content with other users to make decisions.

What are the largest review platforms? ›

Best online review platforms for your business: the big three
  • Google My Business. Google My Business is how you get your business to show up on Google. ...
  • Facebook. Facebook is huge for brand awareness. ...
  • Yelp. ...
  • Bing. ...
  • OpenTable. ...
  • BBB (Better Business Bureau) ...
  • TripAdvisor. ...
  • Manta.

What is the objective of website review? ›

A website review is a way to measure how your website is doing against certain parameters. It allows you to make informed decisions about what to change (or not to!) and is a great tool to help clean up and reorganize your website. A review of your site can: Improve SEO (search engine optimization)

What are the core elements of online presence? ›

5 Key Elements to a Strong Digital Presence
  • Website. ...
  • Social Media. ...
  • Online Review Management. ...
  • Email and/or Text Message Marketing. ...
  • Search Engine Optimization (SEO) and Search Engine Marketing (SEM) ...
  • So now what?
Dec 17, 2021

How can I improve my online presence on social media? ›

8 tips to improve your social media presence
  1. Check the current trends. ...
  2. Use multimedia. ...
  3. Be regularly active. ...
  4. Pay attention to customer service. ...
  5. Don't forget to audit results. ...
  6. Interact with your audience. ...
  7. Keep promoting your social media accounts. ...
  8. Maintain with right tools.

How do you manage your online presence? ›

How to manage your online presence for your career
  1. Check your current footprint. Your first step is to do an online search of your first and last name and see what comes up. ...
  2. Create a website or portfolio. ...
  3. Use social media to learn about employers. ...
  4. Quick tips.

How do you manage bad reviews? ›

Essential Steps to Handle Negative Reviews
  1. Respond to Customer Reviews. Ignoring a bad review won't make it go away. ...
  2. Be Nice and Avoid Getting Personal. ...
  3. Thank Your Reviewers and Customize Responses. ...
  4. Take the Time to Upload an Image with a Review Response. ...
  5. Show You've Taken the Necessary Action.
Oct 4, 2018

How do I manage Google reviews? ›

Edit or delete your review
  1. On your computer, open Google Maps.
  2. At the top left, click Menu .
  3. Click Your contributions. Reviews.
  4. Next to the review you want to edit or delete, click More .
  5. Select Edit review or Delete review and follow the on-screen steps.

How do you manage a company review? ›

Tips for Successful Review Management
  1. Identify key review sites to focus on. ...
  2. Claim your business on your preferred review sites. ...
  3. Create a review management strategy. ...
  4. Learn to identify fake reviews and request removal. ...
  5. Leverage a review management software tool.
Sep 2, 2021

What is a reputation management strategy? ›

A reputation management strategy is a process of managing a person's, company's, or brand's online narrative. It is part of monitoring views and conversations, dealing with reputation threats, and proactively taking opportunities to improve brand image.

How do you deal with bad reviews on social media? ›

How to Deal with Negative Comments on Social Media
  1. Respond to the comment as soon as possible.
  2. Be apologetic.
  3. Discuss the problem privately.
  4. Appreciate their feedback.
  5. Ask them how you can help, and help.
  6. Don't delete their comments.
  7. Pick your battles.
  8. Don't delete their comments.
May 13, 2022

How do you mitigate negative feedback? ›

How to respond to negative feedback
  1. Address the customer by their name. It's just a little trick, and you may think that there's no need to do this. ...
  2. Apologize to the customer. ...
  3. Sympathize with the customer's problem. ...
  4. Say you're solving the problem. ...
  5. Offer a gift. ...
  6. Ask the customer to change the review. ...
  7. Accept negative reviews.
Mar 10, 2023

How do I manage reviews on Facebook? ›

Managing your reviews

To do this, log into your Facebook account and choose “settings”. Select “templates and tabs” and look for “reviews”. To ensure your followers are able to see your reviews, make sure this is switched on. The switch will change colour to blue when activated.

How do I get reviews on multiple platforms? ›

One simple strategy is to randomly segment your list across the sites you want reviews on. For example, if email is your chosen channel, split your list of customers into equal parts and send an invitation for one review site.

How do I keep a 5 star Google review? ›

Here are 10 tips to help your business get more 5-star Google reviews.
  1. Ask customers to leave a review. ...
  2. Be straightforward. ...
  3. Remove the friction. ...
  4. Maintain a positive brand image. ...
  5. Respond to other customer reviews. ...
  6. Address negative reviews. ...
  7. Remain compliant with Google reviews best practices.
Feb 15, 2023

How do I streamline Google reviews? ›

Streamline the online review writing process by creating a Google review link to send to your customers. The link is a short URL that leads them directly to your Google Business Profile so customers can leave feedback through a review or star rating.

What is content and review management? ›

Reviewing content is an important and continuous process of content management that reviews, edits, and approves new or live content on a company's website. It ensures that users of a webpage have access to current and relevant information about a company and its products and services.

What strategies do experts recommend when responding to online customer reviews? ›

Consider these three actions to achieve this:
  • Become aware. Your first step is to discover where you're reviewed and what your customers are saying. ...
  • Respond appropriately. You'll likely see positive and negative reviews. ...
  • Create a rhythm for monitoring and responding.
Feb 3, 2020

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