Unruh, Turner, Burke & Frees
Many people believe that if a consumer leaves a bad review on their website, they should immediately remove it so other online visitors don’t see it. I totally disagree.
Think about why you created a website to begin with; to put information online to let viewers see who you are and what you have to offer. Think about why social networking is so popular today. We have instant communication with Facebook, Twitter and LinkedIn. If you think about why social networking is so popular you’d understand it’s because people are having conversations with each other about their lives, products and services.
It would be nice if everybody’s product and service was 100% perfect and had the best customer service in the world. The reality is that not everybody offers up great content or a great quality product. As a consumer, you want honest reviews of a product or service you intend on buying.
I have seen only a handful of companies successfully deal with negative reviews and comments on their websites. Those companies are to be congratulated for not trying to censor comments made by real-time customers and clients.
The best way to handle negative reviews and comments from your video is to engage that person in a conversation that the world can see. You have the ability and opportunity to explain, not just to this viewer, but anybody who comes to watch your video and reads the comments why this person’s point of view was totally incorrect. On the other hand, you may actually agree with the reviewer’s critique. I suggest that if you do agree with the negative comment, tell your viewers that and explain why.
By engaging in the conversation you have the ability to show that you are listening; that you care about the comments people leave and understand enough to explain why their point of view may be inaccurate. If the comment is spam or has no other purpose other than to defame or slander you, then it should be removed. However, if the viewer offers an honest critique then you should do everything possible to politely respond with a detailed explanation.
This is exactly what happened with a video I created involving a medical malpractice case I recently handled. A doctor commented on my video and was extremely harsh. He claimed that he did not believe my client’s story since he practiced that type of medicine and that type of problem was not evidence of medical negligence. He also claimed, after listening to my 3 minute video, that my client’s injuries could not have resulted from the wrongdoing I talked about in the video. My initial gut reaction when reading his critical review was one of disbelief and anger. I thought “How could he possibly say this? He wasn’t there! He didn’t read the medical records. He didn’t see the comments and reviews by his colleagues- medical experts that the patient had consulted on his own, that clearly showed there were departures from good care resulting in permanent injury.”
However, I recognized that this was the perfect opportunity to educate this physician about why my client’s case had merit; why his own medical colleagues were the ones who determined the case had merit (I was not the one who decided); and why my client’s injuries were permanent and life-altering. In fact, I even went so far as to invite the doctor to write a detailed guest blog post about his thoughts and his area of specialty to explain to my viewers his opinions. I even offered to put this blog post on my website. As of today, he has declined to take me up on this offer.
Engage your viewers in a conversation and you’ll understand what they are thinking.