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Breaking bad reviews

A bad review or comment from a disgruntled client can scuttle your online business. Learn to better market yourself using "reputation marketing" on the Internet.

By John S. Rizzo and V. Michael Santoro | Updated on September 20, 2012

It happens all the time: The hard-working crew at a small business loses customers thanks to the sour grapes of one person. The same goes for retirement advisors.

John S. RizzoIt could be a disgruntled employee, an angry customer or even a competitor, says V. Michael Santoro, coauthor with John S. Rizzo, left,  of Niche Dominance: Creating Order Out of Your Digital Marketing Chaos.

“Anyone can post a bad review online and hurt your business,” says Santoro, who is a managing partner with Rizzo of Globe On-Demand, an Internet technology company. “Unfortunately, most business owners are not even aware that these bad reviews are out there.”

Seventy-two percent of buyers trust reviews as much as personal recommendations, and 70 percent trust consumer opinions posted online, according to a recent Nielsen Global Trust in Advertising Survey.

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