Online consumer’s reviews on social media have significant effects upon brand’s image. This paper will explore in the first part, markers’ responses to online consumer’s bad reviews from critical and appreciative perspective. Further, there will be analyzed the differences between responses based on old marketing tools and unconventional tools. Examples from LIDL retail will be presented to show how bad reviews on Facebook were or not changed into a marketing strategy.  Further, at the end will be illustrated the main actions that should be taken to create a strategy of response which will help marketers translate the consumer’s online insights into a successful marketing approach.