Negative reviews posted on websites such as Better Business
Bureau, Yelp, Glassdoor, and Facebook can be devastating to
companies, and perhaps even fatal to small businesses and sole
practitioners who rely on goodwill and word of mouth
recommendations. Although the ill effects of a single negative
review may be mitigated in cases where it is outweighed by positive
feedback, businesses that suddenly find themselves vilified online
are faced with several options: issue a public relations response,
solicit positive reviews, write a cease and desist letter, commence
a lawsuit, or wait out the storm. Each option comes with its own
drawbacks: PR responses or solicited positive reviews may seem
inauthentic. Cease and desist letters (usually then shared on
social media) or lawsuits can make the criticized party appear thin
skinned or vindictive. Waiting out the storm is a gamble, hoping
that the criticism does not strike a chord.
