Speaker 1: It all started with this Facebook review. From there, it's spiraled. The thread goes on at length. The owner of Solar Gardens, a small business just outside of Saskatoon attempts to defend himself against what he believes was an unfair review. This expert says that is not the way to respond to negative online posts.

Speaker 2: I think it's a textbook case of everything that you shouldn't do. It's going to be used in seminars for years to come, I think.

Speaker 1: Solar Gardens hosts events, bridal showers, and Christmas parties. The owner says he was just trying to set the record straight online.

Speaker 3: I just wanted to clear it up, because everything she said was a lie. So I wanted to clear the air sort of thing.

Speaker 1: But the air wasn't exactly cleared. In the weeks since the initial back and forth, the page was flooded. And every time someone took the complaint inside, Solar Gardens would then respond. The owner says he was particularly infuriated because he believed that initial complaint came from a fake online account. But Wheelwright says regardless, business owners should always live by the old adage, the customer is always right.

Speaker 2: But you've got to be able to take the heat. And we tell people taking the heat means hear, empathize, apologize, and then take positive action. And I don't think any of that was done in this circumstance.

Speaker 1: Solar Gardens owner is standing firm. He doesn't believe his reaction to that initial complaint hurt his business. And he says if he had a choice, he'd do it all over again.

Speaker 3: Would I handle it the same? I think so, because I'm standing up for my business and exposing bad stuff that happens on the internet.

Speaker 1: The woman who posted that initial online review says her comments stand for themselves. But she does tell CBC News in a message that she is, quote, extremely upset with the way that the Solar Gardens handled this whole thing. Charles Hamilton, CBC News, Saskatoon.