No Longer a Victim: Confidently Responding to Online Reviews
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Let’s be honest. Keyboards make people feel safe. They feel safe to say controversial things. They feel safe to say hurtful things. They feel safe to forget all sense of decency. They feel safe from the repercussions of being a jerk. Keyboard courage is not courage…it’s cowardice. Remember, you can’t control them, but you can control how you react.
Online reviews can be good and positive. Even negative reviews can be truthful and helpful. Those aren’t the ones we are talking about today.
Despite your best efforts, some people will still post negative and sometimes scathing or even wholly untrue reviews online about you, your team, or your practice. When that occurs, you have choices: 1) do nothing and view it as something that was done to you, or 2) confidently and directly respond.
The first option assumes a victim mentality and is something that has allowed online bullying, intimidation, and harassment to go unchallenged for too long. It has created a sense of entitlement in society where the threat of posting a negative review gets the bully what he wants – even when it was unwarranted or unearned – and leaves the bullied feeling disheartened, belittled, or even helpless. I don’t consider this to be a viable option. What we allow to happen will continue to happen.
Option two draws a line in the sand. It defines a boundary that I will not be bullied. I will fight back and I will share my side of this story. It’s unconventional for many as conventional thinking says to take the conversation offline as quickly as possible. It’s uncomfortable for most as most don’t want to be confrontational. It’s long overdue for all as it is time take away the comfort of keyboard courage. Does this make you uncomfortable? If so, that’s ok. Does this feel impossible? If so, it’s not. Let’s discuss how you can confidently respond to abusive online reviews and comments.
It’s really not you, it’s them. Repeat that. Remember that. Abusive reviews and comments say more about the author than they could ever say about you. Online reviews are used more to complain than to compliment. Only an estimated 10% of happy customers leave a positive review/compliment. Based on my observations of online reviews for veterinary clinics, the complaint isn’t that you did something wrong…you just didn’t do or say what the reviewer wanted. “How dare you say no?!?!” Just remember, regardless of how it may feel, they are upset by the situation – not you personally. Take a breath. If you need to, walk away for a moment before attempting to respond.
Don’t apologize unless it is warranted. Now that probably felt really weird. Veterinarians are helpers. You want to fix what’s wrong. You are quick to apologize – even when you aren’t wrong. Most people feel a need to apologize when responding to negative reviews. Do not apologize if a wrong was not committed – especially when the review is inflammatory. If a wrong was committed by you or your team, it is appropriate to start with an apology. “I’m sorry this was your experience” type of response is a good general approach. If no wrong was committed, acknowledge the reviewer’s opinion/feelings with something like “I regret that this was your perception…” Remember, reward the behavior you want to encourage. If you apologize when it isn’t warranted, you have rewarded negative behavior because they got you to take responsibility. It is taken as an admission of guilt. “Sorry” is a powerful word. Only say it if you mean it and it’s appropriate.
Option two draws a line in the sand. It defines a boundary that I will not be bullied. I will fight back and I will share my side of this story. It’s unconventional for many as conventional thinking says to take the conversation offline as quickly as possible. It’s uncomfortable for most as most don’t want to be confrontational. It’s long overdue for all as it is time take away the comfort of keyboard courage. Does this make you uncomfortable? If so, that’s ok. Does this feel impossible? If so, it’s not. Let’s discuss how you can confidently respond to abusive online reviews and comments.
Be polite and professional but direct. Always keep a polite and professional tone. Address the reviewer by name or Mr./Mrs. Smith – make your response a personalized response. When appropriate, refer to his/her pet by name to show your compassion and familiarity with the situation. Though you are being polite and professional, be very direct. Late for an appointment? Say it. Didn’t follow recommendations? Say it.
Ask for help. If you find yourself under significant attack or need crisis management help, ask for it. If you are a member of the AVMA, members have 24/7 access to a network of highly experienced crisis management experts. Contact the AVMA for more details or visit avma.org/members/avma-member-benefits.
Report abuse and fraud. If a reviewer or commenter is making threats to you, your family, or your team or they aren’t a client, report the review or comment to the social media platform for removal. It may take some time for the review to be removed so be sure you still respond pointing out the abuse or fraud – this will boost your credibility while also letting others know that the review is untrue. If an overt threat such as a death threat or threat of damage is made against you, your team, your hospital, or your family, immediately report this to the proper law enforcement agency. Do not feel isolated or alone – because the law is on your side for this, but it is terrifying to read some of those comments.
Putting this into action. Consider this approach to responding to online reviews. Put it to work for you and your team.
Get comfortable enforcing boundaries on how you will be treated. Remember to draw that line in the sand and commit to being a “victim no more.” When done well, they might delete their own review rather than allowing the facts to expose them.
Let’s look at a real world response. The review below was posted on Google and the clinic implemented these strategies in their response.
If this was your clinic and the review was about you, how would you feel if you could nail a response this clear, direct, and confident? This professionally exposed the client’s behavior and shows how strong the clinic leadership is. While not normal, the reviewer actually deleted his own review within 30 minutes of the clinic posting their response.
The time of simply being the victim is over – it’s your turn to draw the line!
Let’s get you there!
