You’re logging in to your computer one morning, checking e-mail and drinking that first cup of coffee. And there it is, a terrible review pops up in TripAdvisor for your hotel or resort. How do you handle it? Hopefully you have a plan in place to tackle the bad review and make the impact on your reservations minimal.
I was reading an SEO article at Social-Media-Optimization.com about the pros of having a plan in place to handle these crises. Having a plan is great, but being able to jump to the challenge and put your plan into action at a moment’s notice is the key to making sure negative press results have minimal impact on your business.
A new study by BtoB and Eric Mower and Associates shows that fully 57 percent of companies surveyed said they do not have any type of reputation management plan available to enact in the event of a crisis or bit of bad press. Of the 43 percent of companies who do have a crisis plan in place, over 10 percent worry about their ability to implement it, and only half have trained people on staff to be the frontrunners in implementing that plan. Now we’re talking big business with these stats – Coca Cola, Pepsi, KFC, etc. – but the concept can be applied to your travel or tourism business also. How do you handle it when there’s some bad press? What do you do to combat the negative publicity?
There are definitely things you can do to be ready. Have a trained management staff who can respond to a negative comment in a variety of ways. TripAdvisor allows managers to comment on reviews. Some sites will not allow management to comment, but we all know from PR 101 that the best way to minimize the impact of bad press is to cultivate good press. Institute a campaign to ask every happy guest who checks out of your establishment to review their stay at a particular site. Have cards available for a variety of sites with the link so they can easily review and comment – good press pushes the bad reviews to the next page – will increase your average “rating” on any site.
Read more tips on setting up your reputation management plan in our Online Reputation Management whitepaper. Sign up for your free copy at Blizzard Internet Marketing.