Based in Los Angeles, Andrew Wiens is International Sales Manager for DMOs at TripAdvisor, an eTourism Summit 2014 sponsor. His media background includes working with large country-level DMOs as well as with smaller city-level partners. We talked to Andrew, a self-admitted tech addict, during eTourism Summit 2014 in San Francisco, where he offered the following short and sweet advice targeted at DMOs and attractions for good internet reputation management. Take ten from Andrew.
1. Take ownership of your listing. It’s free and it’s easy.
2. Upload quality photos; you simply cannot have too many.
3. Respond to each negative review without being defensive. Shoot for 100 percent coverage.
4. Recognize positive reviews with a genuine thank you. Aim for 30-50 percent as a minimum.
5. Remember that you’re speaking to two audiences: the person who wrote the review as well as the rest of the world.
6. Be original with every response to show you care. Never cut and paste replies.
7. Match your tone of voice in a reply with the tone of the comment. Be formal when addressed that way, more relaxed when the writer’s style is informal.
8. Be sincere. A sincere response to a negative review sets you up for an even better review.
9. Don’t over promise. The fastest way to a crappy review is to over promise and under deliver.
10. Be authentic. “Authenticity is everything. The second trust goes away, you’re the next Myspace and you’re gone.”
– Laurie Jo Miller Farr, contributor