For the longest time, our strategy was to avoid reviews/recommendations. It was only after people noticed reviews on other platforms and unofficial pages popping up that we altered course.
Today, monthly reporting on reputation metrics is equal to or more important that the rest of our social metrics.
We respond to each and every negative response and in many cases are able to proactively reach out to the individuals and address their concerns.
I have on more than one occasion stood in a room full CEO's, CNO's, CQO's, etc. and proclaimed that I am not afraid of negative reviews (obviously I don't want them, but…). The followup is that they provide an opportunity to improve our care and at some level demonstrate in a public forum our commitment to doing everything in our power to provide the best care environment a patient can get.
We are limited in how we post responses to negative reviews–for legal concerns. However, we have considerable flexibility in positive responses. The key is in what we say. We do not infer anything that isn't spelled out. We say the minimum amount needed while still acknowledging the review and providing enough personalization so the reviewer knows it wasn't an automated response.
Typical responses may include things like 1) we are glad you/your family had a positive experience 2) we are glad our facility met your expectations 3) we are happy to hear you are headed home 4) thanks for leaving such nice comments about our staff…
We do get spammy reviews–although nothing like Mayo experienced. Many of those are reviews we know are fake, but it is too hard to prove to Google, Facebook, etc. A few times a week we do identify reviews that are violations of posting policy for the various platforms. I have worked with Google, Facebook, and Yelp enough to be able to identify those posts, flag them and followup in 3-5 days. To date, I have not had a review that I disputed not get removed.