It could be a disgruntled employee, an angry customer, or even a competitor, says V. Michael Santoro, coauthor with John S. Rizzo of Niche Dominance: Creating Order Out of Your Digital Marketing Chaos (www.nichedominance.com).
“Anyone can post a bad review online and hurt your business,” said 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.”