Accentuate the negatives

ER Magazine

Instead of ignoring less-than-stellar online reviews, marketers should address them immediately to build trust among consumers. News travels fast in the age of online media, and bad news travels faster. And despite the proverbial wisdom that there’s no such thing as bad publicity, a concern still exists among marketers that negative reviews will put off Internet-savvy consumers who research their purchases and are swayed by crowdsourced opinion.