Online Reputation Management for a Small, Local Business

Challenge:

A small, local business experienced a sudden wave of negative attention on TikTok after a critical post went viral. Within hours, the business was receiving hundreds of hostile comments, one-star online reviews, false claims that threatened to damage its reputation and deter customers, and even threatening calls to the store. The owner was overwhelmed, unsure how to respond publicly, and concerned about lasting harm to their business.

Strategy:

Fitler Square Strategies developed a targeted crisis management plan. Our goals were to halt the spread of false or misleading information, protect the brand’s credibility, and restore customer trust. We prioritized transparent communication with the public, direct engagement with platform moderators, and careful message discipline to avoid 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.