Business Education Series: How to Beat the System of Online Reviews
Online reviews are a double-edged sword. They’re great when you get an occasional positive review from a customer, but they can be devastating when unhappy customers, clients or patients air their gripes on Yelp, Google, TripAdvisor and other sites. Happy customers often promise to write positive reviews, but they rarely do. Taking a passive approach to your online reputation is risky and can cost you thousands in lost business due to an imbalance of negative reviews. It’s time to take action with your online reputation and learn the new tools of the trade.
This presentation is designed to give you hands-on experience in assessing and improving your online reputation. Participants are encouraged to bring laptops for exercises throughout the presentation.
- Tutorial on how online reviews work (there’s more to it than you think)
- Why Yelp hides some of your best reviews
- How reviews affect search engine results on Google and other sites
- How to divert negative reviews to offline channels
- Why reviews are better than AdWords
- When you should and shouldn’t respond to online reviews
- How to deal with negative and fraudulent reviews
- Why employee reviews and ratings can’t be ignored
About Our Speaker:
Steven Toole is the founder and principal of Toole & Associates, a Herndon-based marketing firm specializing in online reputation management for local businesses. Toole is a former ad agency exec with several area and national firms including Earle Palmer Brown, White64, and FCB where he worked on national brands such as Nutri/System as well as local Reston area businesses. He is also a former professor of marketing at George Mason University and served as chief marketing officer for several multi-million dollar corporations along the Dulles corridor over 16 years. He has a B.S. degree from Syracuse University and two master’s degrees from University of Maryland University College.
Registration is complimentary for members, $15 for Future Members.
Thank you to our sponsors for their generous support: Series Silver Sponsors Fairfax County Economic Development Authority and MillerMusmar, CPAs.