Google has introduced an option for verified Google Places business owners to publicly respond to reviews that have been written by Google Maps users on the Place Page for their business. Google Maps has encouraged the addition of reviews to help prospective customers make informed decisions about local businesses, so that users can share their opinions by writing reviews directly on the Place Page of any place they've visited.

However, sometimes these reviews can be critical (and may also be posted by competitors!) so that Google is now enabling companies to engage with the people who have reviewed their business. Google adds that both positive and negative feedback can be good for a business and help it grow, although negative reviews certainly need to be handled carefully in terms of reputation management.

At least this option is now available to business owners and their comments are indicated on the reviews section. By responding to praise or criticism in a positive manner can enable companies to build stronger relationships with existing and prospective customers. Google has provided some tips and instructions on how to respond to reviewers.

A timely article by Channel Insider considers the increasing important subject of online reputation management by companies who are facing an ever-increasing array of social media sites where bad reviews or comments can quickly damage a brand's reputation. Resources such as Twitter and Facebook are being used as marketing channels by companies wishing to take advantage of the potentially huge market these services reach, but at the same time they need to be aware of what people are saying about them.

As the author says, it’s important for companies to either have an employee who monitors and manages online reputation issues across all social channels, or that this work is outsourced to a specialist company to regularly monitor for negative commentary. Then, if any is found, action needs to be taken to combat it by researching the situation, deciding what action - if any - is required, and then to tackle the problem in the most effective manner.

In many cases, this can mean dealing with the problem head on and ideally to turn it around to be seen in a positive light. Some key areas to consider when dealing with your online reputation management are outlined, such as not to get defensive, and preferably to pre-empt any potential issues by developing a proactive customer service approach and to promote and share good news stories. This area is becoming more specialised and important for many companies now to help them tackle the social media marketplace.

An interesting article from The Boston Globe explains how more companies are starting to embrace the online community and include negative feedback from customers on their websites, as well as positive ones. The main example given is for the Bank of America who have now decided to be open to criticism on their products and services, however harsh it may be.

This trend reflects the growing use of consumer opinion sites, or comments made on discussion forums or blogs. The new attitude of these companies is that it's better to have some awareness and control of these negative comments as well as to balance off all the positive ones that it receives (although of course it's human nature to make complaints rather than pass praise).

Such a move provides a challenge to companies who want to protect their brand and implement reputation management strategies online. It does give them a chance to respond and may well attract more criticism directly to the corporate site rather than through other channels. Of course the same issues remain as always, with the opportunities for competitors to pitch in or for the company to provide their own positive reviews!