In the age of technology, online reviews are often the deciding factor for prospective customers. For instance, online statistics website Qualtrics found that 93% of consumers reported online reviews impacted their purchasing decisions. What happens when the good intention of online reviews goes awry?

Thew Brewing Company received backlash in the form of negative online reviews in August 2019 after hosting fundraising events for an LGBTQ organization. The brewery held two drag shows in support of Tanager Place LGBTQ Youth Center. The first drag show was for people over 21, and after many teens who attended the center shared their interest, the brewery held an all-ages bingo drag show. 

Once word about the shows spread, online reviews began flooding in, most of them displaying disapproval of the company’s LGBTQ support and events. Thew Brewing’s dedicated regulars took note and began posting positive reviews and recommendations on the company’s Facebook page. In just two hours the brewery received 24 positive reviews and 16 negative reviews. 

Many of the negative reviews were dishonest; however, they still had an impact on the company’s overall rating. Unfortunately, many other companies have been the subject of false reviews, and some companies have even taken legal action, like this business owner in Forest Lake, Minnesota. Luckily, Thew Brewing had the support of its regular customers and other individuals to combat some of the negative backlash. 

Online review sites are a platform for honest and helpful reviews of companies. Is it OK to use them to show disappointment or disagreement with a company’s business practices? If you’re disappointed in a company’s services, then a negative review is acceptable. However, reviewers shouldn’t tarnish a company’s image if they’ve never done business with the establishment. Negative reviews can be detrimental to an organization. Thew Brewing was able to recover from its negative reviews. Would your company recover from something similar?

Your reputation and reviews are a big part of how customers decide to do business with your company. ReviewMaxer can help your company build a positive online presence. Schedule a demo today!


Today, there are a number of steps that people take before making a purchase from your company. Prospective customers begin by researching your reputation to develop an idea of how you conduct business. They look at previous experiences of others as information to help confirm their decision to do business with you. 

A local consumer review survey conducted by BrightLocal found that 86% of consumers take the time to read the reviews of local businesses. The average consumer will read up to 10 reviews before making the decision to trust a company. When reading reviews, 40% of consumers only consider reviews written from two weeks ago. The study shows 91% of consumers are more likely to use a business because of positive reviews, while 82% are less likely to choose a business with negative reviews. Additionally, 57% of consumers will only do business with companies that rate four review stars or higher.

Your online reviews impact customers’ decisions to do business with you or one of your competitors. It’s safe to say that today, online reviews serve as the new digital form of word-of-mouth. One thing that hasn’t changed is the value of trust. According to the BrightLocal survey, 91% of people ages 18 to 34 place the same amount of trust toward online reviews as they would personal recommendations.

It can be challenging keeping up with your online reviews. ReviewMaxer makes managing your online reviews easy and improves your online reputation. Want to learn more about it? Sign up for a complimentary demo today.


Reviews can have a measurable impact on your company, both good and bad.


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