Online Reputation Management for a Small, Local Business

Challenge:

A small, local business experienced an avalanche of attacks on TikTok after a post criticizing the business went viral. Immediately, the business was inundated with hundreds of hostile comments, one-star online reviews, and false claims. The business even started getting threatening calls at its physical location. The attacks overwhelmed the owner and staff and threatened lasting harm to the business.

Strategy:

Fitler Square Strategies worked with the owner to stabilize the situation. We developed statements and collateral for on-and offline responses. Our goals were to halt the spread of false or misleading information, protect the brand’s credibility, and restore customer trust. We worked with the owner to communicate transparently with the public, directly engage with platform moderators, and execute careful message discipline to prevent escalating the situation.

Execution:

• Drafted a public statement for the business’s social media channels to address the situation calmly and factually without amplifying the negative content.

• Worked with platforms to flag and remove reviews that violated terms of service, including those posted by individuals with no verified customer experience.

• Implemented a proactive listening and monitoring system for social channels and review platforms to identify and address emerging issues in real time.

• Provided a response plan for short and long-term actions to improve the store’s reputation and return to business operations

Results:

• Prevented a story in local media by providing counsel to the client and a clear plan of action to address falsehoods.

• Removed harmful and policy-violating reviews on multiple platforms.

• Social media sentiment shifted from overwhelmingly negative to neutral within 10 days.

• Helped the business return to regular business operations online and in person.