Presentation Title

Best Practices For Small Businesses: Responding to Negative Comments Online

Presentation Type

Poster

School

Interdisciplinary Studies

Discipline

Information Studies

Mentor

Library, Elizabeth Dolinger

Abstract

In an age when information can go viral instantaneously a company’s reputation is at risk. Consumers place more weight on negative customer feedback than positive word-of-mouth feedback when evaluating a product online. This research helps identify best practices for how small businesses can respond to comments and reviews on social media and improve public perception of their companies. A review of Business and Information Science literature about brand influence and use of double sided-messages in social media, exposed ways to improve management of online interactions. This allows companies to diffuse contradictory statements and help businesses take back brand control. Comments and replies on Yelp and Facebook were reviewed using a qualitative rubric and showed how some small businesses miss opportunities to improve business by ignoring, or responding poorly to negative feedback. Interviews with two small businesses confirmed applicability of the suggested guidelines.

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Best Practices For Small Businesses: Responding to Negative Comments Online

In an age when information can go viral instantaneously a company’s reputation is at risk. Consumers place more weight on negative customer feedback than positive word-of-mouth feedback when evaluating a product online. This research helps identify best practices for how small businesses can respond to comments and reviews on social media and improve public perception of their companies. A review of Business and Information Science literature about brand influence and use of double sided-messages in social media, exposed ways to improve management of online interactions. This allows companies to diffuse contradictory statements and help businesses take back brand control. Comments and replies on Yelp and Facebook were reviewed using a qualitative rubric and showed how some small businesses miss opportunities to improve business by ignoring, or responding poorly to negative feedback. Interviews with two small businesses confirmed applicability of the suggested guidelines.