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Methodology & Workflow for Online Crises

Posted by fusionbox on Feb. 27, 2012, 5 p.m.

Users are talking about your brand, both positively and negatively. Does the positive outweigh the negative (and do you know how to garner more positive reviews)? Does the negative seem plausible to new readers? Do you appear to handle the negative with grace and superior customer service?

In an online world where old business models don't always stack up, the business thinking that went along with them doesn't either. Ignoring the problem won't solve it, nor will denial, litigation (in most cases) or over-reaction.

Here at Fusionbox, we advocate simple customer service and public relations 101 tactics for dealing with bad reviews, blogs and the like. Namely:

  • Address the user personally, as well as their issue
  • Accept responsibility
  • Apologize sincerely
  • Be real
  • Be helpful
  • Be authoritative - solve the problem

If you are able to turn the situation around, request an update to the review

Other customers are watching your responses, making the old adage "the customer is always right" more true than ever.


  • Be defensive
  • Lie (or even fib a little)
  • Avoid the issue

In addition to improving the customer's experience (and being transparent about it), we work with organizations on ensuring that bad reviews and blogs don't show up on the web in places they can harm your brand - like on Google searches for your brand name.

Other social media snafus, like the American Cross's " #gettngslizzerd" party and Chrysler's Detroit road rage tweets, are prime examples of mistakes that can end up helping you get positive press, or go horribly wrong and harm your reputation. As these examples show, mistakes are best handled with humor, intelligence and honesty.

By being proactive and maintaining a good reputation, monitoring the web for the good and the bad, and preparing for/ reacting to emergency situations well, organizations are more easily secured from bad situations online.

If you are interested in learning more about how Fusionbox can help you with your online Reputation Management, contact us today!