Friday, July 1, 2016

Enterprises TV--When to Not Jump Into the Fire

The Internet is a place where anything and everything lives forever. From the good to the bad, there is no denying the number of consumers that have something to say about anything. Social media posts alone can take down dictators, wildlife trophy hunters, and just about anyone else. Before posting a reply to a negative comment on review sites or on social media posts, know when to not jump into the fire.


Positive versus Negative Posts or Reviews

Which posts or online reviews do you give more credit to: positive or negative ones? Past research has shown that negative posts and reviews are given more credit than positive ones. If you think about it, you can read 20 positive reviews and three negative reviews, and the negative ones hold more truth than the positive ones. Enterprises TV relays that there is often more detail given in a negative reply than a positive reply. However, it should also be noted that not all negative posts or reviews are accurate. Some are just gripes which hold no merit.  

How to Respond to Online Posts and Reviews

It’s tough to know if, how or when to respond to something written about a business, service or product online. Responding should be handled strategically by upper management.  Generally speaking, positive reviews are best left alone. Replying can appear to be bragging. When replying to negative reviews, it’s best to address the facts in the post or review with objective neutrality.  Avoid commenting on inflammatory comments. Also, avoid going into lengthy explanations because they make the business seem less credible.

Small Fires versus Bonfires

Research from the University of Denver Daniels College of Business, posted by Business News Daily, found that a business’ financial performance can be hurt if they reply to a few negative online posts or reviews. It’s best to gauge the size of the “fire” before jumping into it. Enterprises TV has seen positive and negative online reviews for hotels and financial institutions. When reading the replies from management, we found that we were less likely to give credit to the positive management replies than the negative ones. In theory, it is best for management to craft the best reply, if one is needed. A conversational tone is better than a perfectly worded post.