New York dentist and small business owner Dr. Stacy Makhnevich is facing a lawsuit in Manhattan Federal Court for allegedly trying to muzzle her patients’ criticism by forcing them to sign an agreement not to criticize her online before she will accept them as a patient.

Josh King, General Counsel of Avvo, Inc. says when small business professional service providers first encounter the concept of online customer reviews, there is a tendency to boggle a bit. How can service providers, especially medical service providers be rated like toasters or hotels? And only the cranks are going to leave reviews anyway.

However, the move of word-of-mouth online hasn't unduly enabled the cranks, as so feared by many small businesses. If anything, it has reduced the barriers for those happy with their service to gush about it for the world to see. Reviews on Avvo run greater than 80% positive, and other review sites, across virtually all categories of products and services, report similar rates.

But what of those small businesses that find themselves in that unhappy 20%, staring down a negative client review? For many, the first reaction is anger, frustration, and thoughts of defamation lawsuits. But there are better ways to respond. Here are a few pointers from Josh that small businesses should keep in mind:

1) Don't Overreact - There is a concept, known as the "Streisand Effect," by which bringing a lawsuit over an online posting creates exponentially greater attention to the posting than it would have received had it simply been ignored. Hurtful as a negative online review may be, it is vitally important to ask whether raising a public stink over it will exacerbate the problem and expanding exposure of the negative comments.

2) Consider the Merits of Negative Reviews - Critical feedback, while disheartening, can be a blessing in disguise. It offers a form of client feedback and research that businesses have not previously had visibility into. It is critical to view negative feedback as objectively as possible. There may be a blind spot in a professional’s approach, problems with staff or rough edges around the office that the business is unaware of. Rather than dismissing negative reviews out of hand, firms should first consider whether this feedback is flagging problems that the firm is unaware of.

3) The Credibility of Negative Reviews - Firms should also consider when trying to eliminate negative online commentary how credible that commentary might be. Just as no consumer will view as highly credible the vacuous, gushing comments of a non-specific positive review, brief negative reviews that are short on detail are not likely to be given much credence by potential clients.

4) The Golden Opportunity to Respond - In addition to the credibility-enhancing benefit, negative reviews also provide a unique opportunity to showcase a business' commitment to client service. How? By posting a brief response to each negative review. While some businesses are concerned that responding to a negative review raises a client confidentiality issue, that is only true if a business wants to argue the substance of the review. And that, of course, is the worst possible thing to do. A response to a negative client review should simply reiterate that the businesses is listening, has heard the complaint, is sorry about it, and would like the client to contact the firm directly to address any remaining concerns.

The Right Way: “We strive for the utmost in client satisfaction, and we’re sorry to hear that you had this experience. Please contact us directly so we can address your specific concerns.”

The Wrong Way: “If the person who wrote this review is not making a false statement, I will pay them $20,000. Come and get the money if you are a real client and not a lying crook. My clients get great service.”

About Josh King:

Josh King is General Counsel of Avvo, Inc., the largest medical and legally related Q&A website where consumers get their questions answered by a community of rated attorneys, about the most effective way for small businesses to respond to online reviews.  Josh and the other 11 employees at Avvo grew their business to be the leading Q&A attorney and doctor directory and Q&A site by leveraging social media and managing online reputation very closely. Josh now leads seminars for doctors and lawyers on how to manage their online reputation.