User generated content i.e. reviews should be a part of your digital strategy, you should never to underestimate the importance of this content. But you’ll need to make an effort to get it, in this post we’ll explain a how to get content and user reviews and what to do with them.

1. Encourage reviews, make it easy to leave reviews

Most people are less likely to take the time to reward great service. Unless someone has a negative experience to share, the average customer is not going to look for ways to leave your company a review. So you need to ask them to post a review and make it as easy as possible for them to do so. You can do this by putting links to your review profiles in several places; for example, an email, newsletter, and your website.

We know you are all busy and there are many review sites, we think you should focus on these two to start.


  • Google

Google is one of the most obvious, you can make it easier to collect reviews by;

  • Searching for company name on Google.
  • Find your “Google my Business listing” right hand side of the page.
  • Click on the button “Write a review”
  • Click on write Google review
  • You’ll see a Google review box has popped up, copy the URL out of the address bar.
  • Then you need to shorten your Google review URL you can use Google’s URL shortener 
  • Use this link and send to your clients and start getting Google reviews!


  • TripAdvisor



You can make it easier to collect reviews on TripAdvisor by;

  • Go on to TripAdvisor and find your business
  • Go to reviews and find “Write a review”
  • Click on the URL and Control C (to copy the URL)
  • Use the Google tool to shorten this URL
  • Use this link and send to your clients and start getting TripAdvisor reviews!

2. Create an email template

Now that you have the shortened link, add it to this email template, or use it as a basis and create your own.

“Hi (insert guest name here), 

Thanks for choosing [your business name].  I wanted to reach out personally and ask about your experience with us. What was your experience like? was it amazing, terrible, etc? We want to be better at what we do and your feedback helps us accomplish that. If you’re willing, we’d love to hear your opinions, it only takes a minute or two.

Share your review here [insert link]

Thanks for taking the time to help us improve and sharing your experience with us

Yours sincerely

Insert Name”

3. Repost create social media posts from reviews and feedback

Once you start getting great reviews, don’t waste the opportunity to share them, repost them on your Facebook page and other social media channels, but remember these are still promotional posts, so limit them to 10% of your total posts.

4. Handle the negative reviews professionally

Lastly, if you are concerned with negative feedback here are some steps for dealing with them, the worst thing you can do is ignore them.

We recommend that you;

  • Sleep on it
  • Thank the reviewer
  • Acknowledge the value of customer feedback
  • Apologise
  • Tailor response according to customer’s experience
  • Assure the customer that those problems are being addressed and explain how
  • Explain other service improvement project that you have in train
  • Resist urge to offer freebie to return

By doing this you will show readers that you care and acknowledge the concerns and have taking steps to rectify them.


Now you have a process to source reviews and publish them to improve your online presence. Why not give it a try!

Learn how to better use Social Media in your Tourism Business

The Social Media for Tourism learning hub offers tutorials, support articles, webinars and the ability for members to ask a question via our support forum

About fabienne

AvatarFabienne Wintle is Chief Digital Strategist and is an advocate for digital self-sufficiency, having empowered thousands of small businesses with the knowledge and tools required to make a living from tourism. Her special blend of digital know-how, tourism knowledge, coaching skills and a natural gift for communication make her a sought-after consultant, workshop facilitator and speaker.
She lives on Australia's Southern Great Barrier Reef in Agnes Water, Queensland where she volunteers her time to help local businesses use the internet.


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