Good SEO and good PR go hand in hand; an online reputation can be made on the back of a great recommendation, or broken on the strength of a bad one. Often, how you handle public criticism online can go a long way towards reputation management; simply responding appropriately can minimize any damage and show you are ready and willing to do everything you can to make it right.

Google Places is now allowing business owners or managers to respond to reviews both positive and negative, a move that made a lot of companies heave a sigh of relief after signing up for Google Places and having an irate customer post an unfavorable review. Now they can attempt to respond in a respectful manner to those who take the time to post reviews, and offer either thanks for a good review or service to make up for whatever unhappy experience prompted a bad one.

According to the Google Lat/Long Blog,

“Starting today, if you’re a verified Google Places business owner, you can publicly respond to reviews written by Google Maps users on the Place Page for your business. Engaging with the people who have shared their thoughts about your business is a great way to get to know your customers and find out more. Both positive and negative feedback can be good for your business and help it grow (even though it’s sometimes hard to hear). By responding, you can build stronger relationships with existing and prospective customers. For example, a thoughtful response acknowledging a problem and offering a solution can often turn a customer who had an initially negative experience into a raving supporter. A simple thank you or a personal message can further reinforce a positive experience. Ultimately, business owner responses give you the opportunity to learn what you do well, what you can do better, and show your customers that you’re listening.”

The blog points to a page where recommended best practices for responding to reviews are posted as well as some sample responses:

1. Be nice. This isn’t just a guideline — it’s also a good idea. You aren’t going to win an argument with a frustrated customer. And you don’t want to burn any bridges. Even customers who initially had a bad experience might come back.
2. Don’t get personal. Remember that you’re replying to feedback about an experience, not about you as a person. Reply in a way that addresses the overall experience, and remember that there’s a real person on the other end. If you believe the review violates the posting guidelines, please use the Flag as inappropriate link.
3. Feedback is helpful. Both positive and negative feedback can be good for your business and help it grow (even though it’s sometimes hard to hear). Think of all feedback as an opportunity to improve.