Food & Beverage - Monitoring the Internet for Negative Comments: UPDATE - By Ken Burgin

An Effective Monitoring Program includes:

1. Be notified the moment your name is mentioned: Google Alerts is a great tool for this, with automatic tracking for your business name, your own name or competitors.

2. Monitor Twitter for comments. Yes, you need to join, if only so you can set up name tracking with a service like 'TweetBeep' that gives instant feedback if your name is mentioned.

3. Work to ensure your website shows up on Page #1 of an online. The problem is the 'Google Swamp' - eg your domain is CafeTroppo.com but a Google search shows your café name on dozens of other directory sites before your site is listed. You need to be active online for your site to be on the first page...

4. Respond calmly to negative reviews or comments when they appear. Some can be ignored, but others need a response. A polite comment is much more business-like than a howl of rage - yelling children don't get much sympathy! Use the pre-written 'Critic Reply Letters' in the Download Library.

5. Join social media sites such as Facebook, MySpace, LinkedIn and TripAdvisor. Take the lead and set up a Group or Fan page for your business. This channels fans and friends who will be ready to help if you're unfairly treated, and also gives complainers somewhere to focus.

6. Comment on other food, beverage or travel sites in your area - the number is enormous! Search for 'best coffee in Brisbane' as an example - substitute your town to find review sites. Occasional supportive comments makes you a good friend, and by including your web page in your signature, helps to push you up the Google index.

7. Build your customer list - another great reason to gather email addresses and communicate regularly. 99% of the time it will be promotion and good news, but if you ever need to put your side of a story, you have the means...

8. Finally, take the comments onboard - was there some truth in what was said? It's better to hear it sooner than later, and old-fashioned privacy is a thing of the past...


Profitable Hospitality offers management and cost-control systems (Manuals & CD-ROMs) for restaurants, cafes, hotels, bars and clubs. The systems are based on the extensive consulting and operating experience of CEO Ken Burgin, and enable busy owners and managers to set up complete operating and cost-control systems in minutes, not months. Profitable Hospitality also runs regular management training workshops in the areas of kitchen profit & efficiency, restaurant marketing and functions management. A free monthly e-newsletter keeps you up to date on the latest industry management issues. www.profitablehospitality.com.

Logos, product and company names mentioned are the property of their respective owners.

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