The Internet is all about spreading the word and word of mouth. In most cases, this is a good thing. Good word of mouth is free advertising of the best kind. But bad word of mouth can be the kiss of death. And it’s fairly accepted that bad word of mouth usually travels much faster than good.

You may not have done anything to warrant the bad rap, but if someone leaves any experience with your or your company with a bad taste in their mouth, they could spread some potentially bad word of mouth about you on the Web. How should you respond?

The point of this post is not whether you have great customer service or not (although, that may be something to consider). I want to give you some ideas about what to do if some negative mojo is circulating the Web about you or your product or service.

So let’s say you’ve already taken advantage of my advice in the last post about blogging, and you’ve subscribed to Google Alerts. Oh, you haven’t? Well what are you waiting for? Didn’t we already go over how many blogs are out there, and how 3 out of 5 bloggers are reviewing products and services on their blogs? Come on, they’re talking about you! You need to start listening.

Okay, so here is a brief “how to” review about Google Alerts:

Google Alerts is a subscription based, free service that allows people to track key words. Whenever anyone, anywhere posts any of the key words you’ve designated to the Web, Google will email you.

Just go to www.Google.com/alerts. Enter your Search Terms and how often you’d like to be notified about new postings. Your search terms could be your name, your company name or the name of your product or service. This also an excellent way to keep track of your competitors, just enter their name.

Now sit back and check your email. When Google sends you alerts about your search, click on the links and read.

OMG – What if the alerts tell you that someone is posting negative comments about you, your product, service or company?

• First, don’t panic.
• Second, try to fully understand the complaint.
• Third, consider the validity of the complaint.
• Fourth, respond – thoughtfully.

How and where to respond thoughtfully:

If the site where the offending comment allows for responses, by all means respond…thoughtfully. I really cannot stress the “thoughtfully” enough. Don’t fly off the handle or hurl insults at the person who complained. Be positive in your response. Here are some appropriate ways to respond:

• explain, if you feel it was a misunderstanding and offer to rectify the situation
• clarify the complaint and offer to speak directly to the person to come to a solution
• apologize, if you realize that you actually did messed up

If you have a blog of your own, you may want to expand on the situation. Use it as an example. Tell your readers that you’ll use this situation as a tool to improve customer service – and then actually do use it as a tool.

Be humble, at all costs. Getting on a high horse will only make people dislike you and exacerbate the situation.

You can also use your blog to provide more information about your product or service and then refer customers to it. Let them comment on all of your posts. Read those comments, respond. This is a great way to show your clients that your doors of communication are wide open, come on it and chat.

Most people who complain on line feel jilted in one way or another, like they haven’t been heard or appreciated. Blogs are great ways to show your customers that you appreciate them. Invite comments and suggestions. Respond to postings –good and bad.

You may not be able to satisfy everyone with a complaint, but allowing and inviting conversation with your customers and clients and responding to postings about you shows that you’re listening. There, the battles half won.