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There are now online services available which will track and monitor brand mentions on the internet, according to Huffington Post. These services will alert a brand when negative reviews or comments are posted, and ensure that the brand is aware via a variety of channels of the post’s message.

This is crucial because it helps brands engage with negative feedback before the review goes viral and reaches masses amounts of people. If properly addressed, the review can be altered or changed by the customer who ends up having a satisfactory experience after all. After a brand requests to contact the customer directly be replying to the comment or review, they can personally address the situation and take the necessary steps to rectify it.

When positive feedback happens, the best thing for a brand to do is to publicize the comment or review by sharing on social media channels or reposting wherever necessary. Inclusion in a testimonial section on the company’s website is also a great way to make sure that the positive feedback is viewed by people searching for the brand.