Your online reputation is more visible right now than it has ever been. Customers are checking Google reviews before deciding whether to support local businesses, before placing curbside orders, before booking virtual consultations. The pandemic is amplifying every review — positive and negative — into a much bigger ranking signal. Here’s how to manage reputation actively during a crisis without sounding tone-deaf.
What is crisis reputation management?
Crisis reputation management is the practice of actively monitoring and responding to online feedback during a period of heightened scrutiny — like a pandemic, a recall, a public incident, or a major operational change. The goal is to protect existing trust while building new goodwill, by being more visible, responsive, and transparent than usual.
The strategy differs from normal-time reputation work in three ways: you respond faster (within hours, not days), you address operational changes proactively (don’t wait for someone to ask), and you lead with empathy before defending the business. Tone matters more than usual right now.
We’re managing reputation for 312 small businesses across our portfolio. In the past 8 weeks, review volume is up 62% compared to a normal period — but review tone is more polarized. Customers are either leaving 5-star reviews thanking businesses for adapting, or 1-star reviews about a specific frustration. Few in between.
What review patterns are showing up during COVID?
The review patterns showing up during COVID fall into three clusters: positive reviews praising operational adaptation (curbside, virtual consults, fast pivots), negative reviews about wait times or out-of-stock items, and “complicated” reviews that mix praise and frustration. The volume is up because customers feel strongly about every interaction right now.
Cluster 1: Adaptation praise (45% of new reviews)
“Called ahead, they had my order ready in 10 minutes, brought it right to the car. The team was masked and friendly. Couldn’t be easier. Thank you for staying open.”
These deserve thoughtful, personal responses. They’re also worth amplifying — share them on social, screenshot for your “what customers say” section on the homepage.
Cluster 2: Operational frustration (38% of new reviews)
“Waited 45 minutes for a curbside order. No one answered the phone when I said I was here. Eventually got out of my car and went to the door to find someone.”
These need empathy + accountability + specific corrective action. We’ll cover the response framework below.
Cluster 3: Mixed (17% of new reviews)
“Love that you’re doing curbside. But the menu is half what it normally is and the prices are higher. Sad that’s where we are.”
These need acknowledgment of both — don’t defend the prices, but explain the situation honestly.
How should you respond to negative reviews during COVID?
Respond to negative reviews during COVID using a four-step framework: acknowledge the specific frustration, apologize without making excuses, explain what you’re doing differently (without dismissing their experience), and offer a concrete next step (refund, replacement, direct contact). The response should be visible publicly even if you also reach out privately.
The four-step response framework
Step 1: Acknowledge the specific issue. Restate what went wrong in their words. Don’t generalize.
Wrong: “Sorry you had a bad experience.”
Right: “I’m sorry your curbside order took 45 minutes — that’s far longer than we promise.”
Step 2: Apologize without excuses. No “we’re doing our best.” No “we’re short-staffed because of COVID.”
“That’s not the service we want to deliver, even right now.”
Step 3: Explain what’s changing. One concrete thing, not three.
“We’ve added a dedicated curbside coordinator on shift starting Monday so the door-to-car handoff is under 5 minutes.”
Step 4: Offer a tangible next step.
“I’d like to make this right — please email me directly at [owner@business.com] and I’ll send you a credit for your next order, plus make sure I personally see your next curbside order through.”
A response with all four elements gets the reviewer to edit their review (raise the star rating) about 35% of the time in our portfolio. Responses missing any element get the edit far less often.
How do you generate more positive reviews during this period?
To generate more positive reviews during COVID, ask immediately after a successful interaction (the same day, ideally within 2 hours), make the ask via SMS or email rather than in-person, give customers a specific platform to leave the review on (don’t say “leave a review somewhere” — say “Google” or “Facebook”), and respond to every review you get within 24 hours.
Customers are unusually willing to leave reviews during crisis periods because the interaction feels novel. They want to publicly support businesses that are adapting well. Capitalize on this asymmetric willingness to review — it won’t last forever.
The “thank you” SMS that’s converting
Two hours after a curbside pickup or completed service:
Hi [first name] — thanks for choosing [business name] today. If you have 30 seconds, would you mind leaving us a quick review on Google? It helps neighbors find us during this tough stretch. Link: [direct review URL]
Personalize where possible. Mention what they ordered if you can. Use first names. This format is generating 22-28% review conversion in our portfolio, vs. typical email-only asks at 4-7%.
Direct review URL — non-negotiable
Generate your business’s direct Google review link from your GMB dashboard (Get more reviews → Share review form). Customers should land directly on the review form, not on your business listing where they have to find a button.
What about review platforms beyond Google?
Beyond Google, the platforms that matter most during COVID are Yelp (especially for restaurants and retail), Facebook (still where many discovery happens), and industry-specific sites like Healthgrades for medical, Avvo for legal, Houzz for home services. Prioritize Google first, then your industry-specific site, then Yelp/Facebook last.
Google reviews carry the most weight because they feed directly into your local search ranking. Yelp and Facebook reviews are useful for social proof but don’t move local SEO much. Industry-specific sites are valuable for vertical-specific searches and trust signals.
Don’t try to grow reviews on every platform at once
A common mistake right now is sending review requests that say “leave us a review on Google or Yelp or Facebook.” Customers freeze when given choices. Pick one platform per ask. Most clients should focus 100% on Google for the next 6 months.
How do you handle a viral negative situation?
To handle a viral negative situation (a screenshot of your business going around social, a one-star review getting amplified), respond publicly within 4 hours with empathy, contact the affected customer directly within 24 hours, post a transparent operational update on your social channels, and DON’T defend or argue publicly even if the criticism is unfair.
The single biggest mistake we see is arguing with a critic in public. Even when the critic is wrong, the audience watching the argument forms an opinion about your business’s professionalism — and it’s usually not the one you want. Always take the high road in public; resolve the dispute in private.
What should you NOT do for reputation management right now?
Right now, do NOT delete negative reviews (Google won’t anyway), do NOT post fake positive reviews (Google’s getting better at detecting them), do NOT respond defensively or sarcastically (your other prospects will see it), and do NOT ignore reviews older than a few days (they look more relevant when they’re stale because nothing newer is visible). The pandemic has made every reputation choice more public.
FAQs
How quickly should I respond to reviews during COVID?
Within 24 hours for positives, within 4 hours for negatives. Speed of response signals attentiveness, which converts both reviewer perception and outside readers’ impressions.
Should I respond to every positive review or just the detailed ones?
Every positive review. A short “thanks [first name] — really glad the curbside worked smoothly for you” takes 30 seconds and signals care. Skipping them looks performative.
Can I ask for a review to be edited or removed?
You can ask politely, but don’t pressure. If the negative is factually wrong (e.g., the customer reviewed the wrong business), you can flag it for Google’s review. Don’t expect quick removal — Google is slow on this right now.
What’s the right review velocity to target?
10-20 reviews per month for a typical small business is healthy. Below 5/month and you look stale. Above 30/month sometimes flags as suspicious. Steady, consistent volume is what builds trust and rankings.
Want a free reputation audit for your business? We’ll show you where you stand against competitors on Google, Yelp, and Facebook, plus exact actions to take this week. Get the audit or book a strategy call.
Why Reputation Management During Matters for Your Business
The right approach to reputation management during is what separates the businesses that grow from those that stall. Frostbite Marketing has built reputation management during programs for service businesses across all 50 states, combining proven SEO fundamentals with the new realities of AI-driven search.
How Frostbite Marketing Approaches Reputation Management During
Our reputation management during methodology starts with a free strategy call. From there we build a 90-day plan that prioritizes the channels with the highest ROI for your specific business — local SEO, paid search, AI Receptionist coverage, or reputation management. Start a free consultation to see how it works.
