Online reviews are everywhere. Yelp, Amazon, Google+, Open Table, and TripAdvisor are just a few. No matter what business you’re in, there’s someone out there reviewing you.

If you’re not paying attention to what people are saying about you online, you should. In a recent survey, 90 percent of people said that their buying decisions are influenced by online reviews. A single bad review can damage a company’s reputation and make attracting new customers more difficult.

So, what do you do if you get a negative review online? First, don’t panic. Fortunately, most review sites allow for the business to respond. This provides an opportunity for companies to tell their side of the story and try to mitigate the damage caused by a bad review.

In the senior living industry, in addition to the sites like Yelp and Google+, there are several sites devoted to reviewing companies in the senior care industry – SeniorAdvisor.com, Caring.com, and SeniorHomes.com are just a few. It’s important to monitor these sites to find out what’s being said about your company. If you find a bad review, discover the circumstances described and write a response. When responding to a negative review:

Start with a statement that lets the reviewer know they’re being heard

  • “We are concerned by your comments regarding the care you feel you loved one is receiving.”
  • “We are sorry you feel your mother’s care isn’t meeting your expectations.”

If the review isn’t providing any specifics, invite them to do so

  • “We would be interested in learning more about your concerns and why our community didn’t work out for you and your loved one.”
  • “Your comments don’t mention anything specific, so it is hard for us to respond.”

If they are specific, use the information to point them to the right person for resolution and acknowledge their concern

  • “We’re sorry to hear your father isn’t enjoying his food choices. We understand the importance our residents place on having access to nutritious and tasty food. Our dining staff will work with you to ensure your father gets the food he needs and enjoys. We invite you to contact the Dining Services Director directly.”

If the event mentioned involves abuse or another serious matter, ask for more information

  • “We are troubled by your comments and would like to hear more about the specific reasons you feel your loved one was unsafe. Please contact us at….”

If they mention a specific event and the community has no record of said event, say so

  • “We have no record of this event.”

If the review is on a site that provides mostly positive reviews of your company, point this out.

  • “We regret you feel your father’s experience doesn’t match that of the numerous other families who have taken the time to post their positive experiences on this site.”

Validate their feelings, but never validate their assertion

  • Say “We are sorry to hear you feel your mother isn’t receiving the care she deserves” vs. “We are sorry your mother isn’t receiving the proper care.”

And don’t forget that people may be “reviewing” you on Facebook and Twitter. It’s important to monitor your social media accounts as well to see what people are posting to your page. If you need assistance in this area, IlluminAge can help you build and monitor a social media program.

Finally, ask your happy patients, residents, and family members to post a review on one of these sites. It’s one of the most effective ways of maintaining a strong online presence.