Igniyte feature in The Times

The Times recently ran a piece on how UK businesses can turn negative online comments to their advantage. The Times cited Igniyte research showing that, last year, malicious online comments were a major problem for over half of UK businesses.

However, bad publicity can actually be used as a marketing tool. The article looked at Stockport’s Nook Neighbourhood Café (which has experienced negative reviews online but has a 4.5 star TripAdvisor rating) as a case study.

The message was clear: with a little creativity, firms can turn a negative into a positive, developing winning online marketing strategies.