Businesses hoping to enhance their internet marketing efforts with sound online PR tactics would do well to adopt a proactive approach to web reputation management.

This is the advice of RatePoint founder and chief executive Neal Creighton, who told bMighty that rather than responding to negative online reviews, businesses should seek to solicit feedback from their customers on a regular basis.

"The majority of feedback that is proactively solicited is positive," he noted, going on to advise those suffering from negative reviews and feedback to take steps to rectify the problems being complained about.

Undertaking such work can help to position the brand as one that is in touch with its customers, Mr Creighton remarked.

Last month, the Chief Marketing Officer (CMO) Council released the findings of a study suggesting that less than a third of CMOs look for ways of turning negative issues into sales opportunities.

The poll also revealed that less than 15 per cent of respondents tracked word-of-mouth coverage of their companies online.

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