What a Viral Review Response in Portland Can Teach Small Businesses

A customer review and the business’s response recently gained attention in Portland, Maine, sparking a larger conversation about how companies communicate online.

For local businesses, the lesson is simple: a response to one customer can quickly become a message to the entire community.

Business owners sometimes respond to reviews while they are frustrated, embarrassed or feeling unfairly attacked. That reaction is understandable. But once the response is posted, it can be copied, shared and discussed far beyond the original review site.

A business has the right to defend itself and provide accurate context. However, the most effective responses remain calm, professional and focused on resolving the issue.

A helpful response should:

• Acknowledge the customer’s concern.
• Avoid sharing private information.
• Provide relevant facts without attacking the reviewer.
• Offer a clear next step.
• Reflect the values of the business.

The Portland conversation also raised questions about competitors using viral news stories in paid advertising.

Creative marketing can help a business stand out. But using another company’s controversy solely to generate attention can create its own reputational risk.

A stronger approach is to use the situation as an opportunity to educate.

For example, a contractor could share questions consumers should ask before signing an agreement. A restaurant could explain how it handles complaints. A retailer could outline its return policy.

That content is timely and useful without turning another person or business into a target.

As Chief Marketing Officer and Chief Spokesperson for BBB Eastern New England, I encourage businesses to remember that their review responses are not simply customer service messages.

They are public statements about how the company handles criticism, conflict and accountability.

A viral response may attract attention.

A respectful response earns trust. - BBB.org