VanAntwerp Attorneys, LLP
Phone: 606-618-0698

The impact of relevant and irrelevant online business reviews

In a post-game press conference, Kentucky coach John Calipari took his own shot at the officiating crew for their shortcomings. Radio announcers singled out referee John Higgins for "dominating the whistle."

For Higgins, taking the brunt of that ire was only the beginning. Wildcat fans discovered his main vocation and directed their anger at him and his roof installation company. In classic trolling mode, the took to his Facebook page, comparing his refereeing integrity with the integrity of the roofs he installs. They also claimed that he needed to be a referee because of his failing business that they nicknamed, The Rooferees.

While some came to Higgins' defense, the damage was already done. When all the stages of grief were covered, he was left with a 1.7 star rating on his company page. A vast majority left one-star reviews while a small minority gave the business five stars. After approximately the 700th single star, Higgins took the page down.

While coverage has taken a light-hearted approach to this, online reviews can cause irreparable damage with or without a bright media spotlight. Regardless of their legitimacy, prospective customers often get their first impressions from social media.

Serious reviews related directly to the business should be taken seriously. Responding to criticism in a respectful manner while identifying common threads and possible shortcomings can go a long way to repair the damage done to your company's reputation.

In a post-game press conference, Kentucky coach John Calipari took his own shot at the officiating crew for their shortcomings. Radio announcers singled out referee John Higgins for "dominating the whistle."

For Higgins, taking the brunt of that ire was only the beginning. Wildcat fans discovered his main vocation and directed their anger at him and his roof installation company. In classic trolling mode, they took to his Facebook page, comparing his refereeing integrity to the integrity of the roofs he installs. They also claimed that he needed to be a referee because of his failing business that they nicknamed, The Rooferees.

While some came to Higgins' defense, the damage was already done. When all the stages of grief were covered, he was left with a 1.7 star rating on his company page. A vast majority left one-star reviews while a small minority gave the business five stars. After approximately the 700th single star, Higgins took the page down.

While coverage has taken a light-hearted approach to this, online reviews can cause irreparable damage with or without a bright media spotlight. Regardless of their legitimacy, prospective customers often get their first impressions from social media.

Serious reviews related directly to the business should be taken seriously. Responding to criticism in a respectful manner while identifying common threads and possible shortcomings can go a long way to repair the damage done to your company's reputation.

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