How many times a day do you come across a scathing review, one that discourages you from buying a product? Your decision could have gone the other way if the organization had responded to that review in some way—with an apology, an explanation, or a resolution.
The funny thing is, I bet most companies want to be involved but don’t know how.
If you’ve seen Jay Baer speak, you’ve seen his example of a motel review on TripAdvisor that’s been online for years. The reviewer talks about his fear of being murdered in the motel and getting HIV from the mattress. It’s the only review.