Harnessing the Power of Online Reviews: The Future of Reputation Management

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In an increasingly competitive industry, franchises need to manage their online reputations to sustain meaningful connections with their clients.

By Michael Phillips

Finding a delicious meal, a quick take-out option or a hot, new bar can happen in a single click. Review sites such as Yelp and TripAdvisor exist for the sole purpose of helping discerning consumers identify businesses that they’re likely to visit from restaurants to barbershops and everything in between. Gone are the days when a customer would share a good or bad experience with only his immediate circle of friends. Now, a visit to a restaurant is catalogued and blasted out to hundreds of millions of people in less time than it takes to type an email. 

For reputation-conscious establishments, it’s more important than ever to put their best foot forward to draw new customers and fix any damaged relationships with disgruntled guests through online review site interactions.  

Understand the importance of online review sites

Online review sites place a great emphasis on the customer’s individual experience. A submission to one of these sites allows guests to rate the experience, write an actual review and even share photos. This creates a transparent experience for customers. No longer is the only information available about a restaurant what the restaurant itself wants to share. 

Yelp, one of the most popular review sites, has a truly astounding following. With an average of 142 unique monthly visitors on the desktop and mobile site combined, the site has more than 77 million reviews, 35 percent of which come from mobile users. This means guests sitting in your establishment at this moment could be documenting their experience and sharing photos. 

Moreover, more than 50 percent of guests in all age groups report using an online review site to choose a new restaurant for a meal. The number increases to more than 70 percent in millennials. And, 88 percent of Internet users reported using review sites. 

Clearly, the importance of these online review sites cannot be overstated. But how can a business garner a positive online footprint?

Establish a solid online presence

When you’re serving guests, it’s your goal to provide them everything they need to fully enjoy their experience – table settings, décor, ambiance, great service and a superior product. Why give them anything less online, especially now that you know that a good online first impression can often lead to more guests at your establishment? 

Be sure to completely fill out your online review site profile. Add all relevant information that prospective guests might need in order to make an informed choice about their meal, such as the basics of hours, menu if applicable, website and contact info. But consider other information as well. Parking, noise level, accessibility, price point, allergen compatibility and children’s menu information are often details that will set you apart from your competition. 

Motivate your guests to leave feedback online. A greater number of reviews online – no matter the ranking – showcases your establishment’s popularity and will ensure that it will appear higher in online searches. 

You can encourage your guests to write reviews online, but be careful about offering them discounts or specials. Review site managers don’t look kindly on what they perceive as bribery and will delete reviews that they deem unacceptable or indicative of bribery.

Create a dynamic dialogue with guests and clients

Guests want to feel heard. Whether it’s a good or bad review, it’s always in the organization’s best interest to respond to a select number of reviews. As mentioned above, many review sites have strict measures in place to ensure that all owner/manager responses are “productive,” i.e. that they serve a purpose beyond saying a quick thank-you to guests. In fact, review sites will simply delete posts that are “unproductive.” 

To work around this, send guests a direct message thanking them for their reviews and inviting them to come back. They will still feel heard and appreciated, and you’ll remain in good standing with the review sites. 

Let’s face it, negative reviews happen. Instead of getting defensive and telling guests they’re wrong, take the opportunity to show prospective guests and any disgruntled party that you’re listening. Be compassionate, understanding and take the time to share what you’re going to do to remedy the problem. 

Whether it’s providing them with an email address or phone number contact to further resolve the issue or just a simple heart-felt apology, do whatever it takes to remedy the potential damage to your online reputation. A negative review isn’t the end of the world. But letting dozens of negative reviews fester without stepping in could prove detrimental to your online reputation. 

Consider paid ads and campaigns on review sites

While a healthy online presence, guest interactions and dynamic dialogue are all important, you might also want to look into a paid ad or campaign on review sites. These ads can increase online visitors and brand exposure and they’re available for a variety of interest levels and prices. Yelp advertising has proved useful for our Dallas and Plano cafes and has a broad reach across mobile sites, mobile ads and desktops. 

In an increasingly competitive industry, franchises need to manage their online reputations in order to sustain meaningful connections with their clients. As many consumers rely on review sites to find the best franchises to do business with, your franchise is sure to stand out from the pack with an established online presence. 

Michael Phillips is the founder of Coconut’s Fish Café. Find him at fransocial.franchise.org.

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