How to Handle Negative Publicity Online

So you logged onto your business profile page on BuzzTown or Facebook this morning and noticed that someone has left an unfavorable comment or review. It has no swear words, doesn't attack anyone personally and seems to have some facts to it. Panic sets in; "what do I do?!!"

Take a deep breath, this could actually be a good thing. Instead of negative publicity floating around behind your back, you have been presented an opportunity to respond and hit the problem right in the face.

Here are a couple things to keep in mind when you respond:

Don't remove it!
It's already been said and is out on the streets, why would you make an unhappy customer more mad by removing their comment? This recently happened to me on Facebook and has permanently skewed my view of a business, not good social marketing.

Read it again
Maybe you really DO have roaches in your waiting area. This person could actually do you a favor before the health inspector arrives.

Reply
In a professional manner, respond to the comment. Thank them for visiting your business, apologize for their bad experience and ask some followup questions; there may be a deeper issue. 

Invite them back
Regardless of whether the comment is true or not, invite the person back in for a second impression. Maybe they had a bad day and you were swamped with tourists. If they have a good second experience, encourage them to write another review!

What if...?
If you've tried everything and feel like the review is still unacceptable (ie angry former employee, competitor etc.) contact the webmaster or report the comment. If someone is truly just being negative, most sites are willing to remove nasty content.