National Culinary Review

ANY ADVICE ON HANDLING
ONLINE CRITICISM AND
MANAGING YOUR REPUTATION?

The fact is, every individual customer has become more important. Whether it’s on Yelp or similar opinion and rating sites, Facebook or their own blog, people have platforms that allow them to publicize their views of your business. Because of the reach of social networking, they can influence many other people.

QDo your homework Be aware of the various social media sites and understand how they work and what they’re for. You don’t have to use them all, but you must be regular and consistent with those you choose. It’s as essential as touching tables, and should not be considered optional.

THE MOST POPULAR SITES Facebook

Create personal and restaurant pages, post thoughts, news, photos, links, and interact with fans and friends.

Twitter

Send and receive text-based posts of up to 140 characters, aka microblogging.

LinkedIn

Create a profile, network with select professionals.

Yelp

Post personal experiences and opinions.

When their restaurant gets a bad review, whether it’s from a professional or an amateur, I always remind chefs to ask themselves, “What can I learn from this?” If your response is to come back screaming and insisting they are wrong, nothing will be achieved. You may get some personal satisfaction by venting, but you won’t gain anything professionally. You don’t do yourself any favors by being mean or angry. If someone has a legitimate complaint, is misinformed or mistaken, deal with it graciously. Think about that cocktail party metaphor I used earlier. Be sorry. Ask for an opportunity to do better. Leave your ego out of it. Handle problems privately when necessary.

Foursquare

Geo-locator app for smartphones; let people know where you are.

tumblr & Ow.ly

Tools for sharing text, links, photos, music, etc.

It’s true that sometimes people who post negative comments online hope to be invited back and given free food. My response is, “So what?” It’s a small investment. Look at the big picture. It’s a win for you if they leave happy and say something positive. This is the hospitality business. Be hospitable.

Instagram

Enhance and post photos.

That said, you can’t do anything about the trolls. [These are people who post provocative, outrageous, inflammatory remarks, not necessarily true, to bait others, disrupt discussions and prompt arguments.] Ignore them. Do not engage under any circumstances. These are not rational people, and you can’t win a battle with them.

YouTube

Post videos.

YourBuzz TweetDeck HootSuite

Help businesses manage social networking via a single centralized application.

CAN YOU OFFER SOME DOS AND
DON’TS ABOUT WHAT TO PUT OUT
ON THE INTERNET?

These days, as a chef, you have to accept that you are a public person. So you shouldn’t ever post anything you don’t want the public to know. My rule of thumb for chefs is that you should only post something you’d want a future investor to see. As for language, same rule applies. If you wouldn’t say it across the table at an investor meeting, you probably shouldn’t put it online.