If you’re not monitoring what they’re talking about, you’re missing an opportunity to gather data that will be critical when you respond to them. Check the social media and review site feeds immediately. But don’t respond just yet. Wait for the facts to become clear.
It begs the question of whether your company has a crisis plan in place for a potentially damaging incident on one of your properties, even if that incident is on a smaller scale than those that have recently grabbed headlines.