It happens all the time: The hard-working crew at a small business loses customers thanks to the sour grapes of one person. The same goes for retirement advisors.
It could be a disgruntled employee, an angry customer or even a competitor, says V. Michael Santoro, coauthor with John S. Rizzo, left, of Niche Dominance: Creating Order Out of Your Digital Marketing Chaos.
"Anyone can post a bad review online and hurt your business," says Santoro, who is a managing partner with Rizzo of Globe On-Demand, an Internet technology company. "Unfortunately, most business owners are not even aware that these bad reviews are out there."
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