Even with the best tools at your disposal and a wealth of know-how tucked under your belt, you are still inevitably going to receive some negative feedback at one time or another.  Negative feedback is expected and a certain amount doesn’t necessarily reflect badly on you or your brand, but what can be severely detrimental is how you deal with this feedback.  

Most people aren’t sure what to do with adverse social buzz. Research published by eMarketer shows that only 45% of marketers currently have an effective strategy to deal with negative social media posts; 23% don’t have any kind of plan; 25% are working on getting a plan; and 8% have a plan that doesn’t work.  

To start with, make sure you have a “comment policy” listed somewhere on your site or page, with descriptions of “unacceptable” comments or posts, and a statement defining how they will be dealt with.  If you clearly layout the cause and effect of your policy, no one can fault you for removing comments or moderating your page.  Above all else, ignore trolls to the best of your ability.  

Pay close attention to your ability to accurately discern between disgruntled customers (who need to be payed attention to in order to repair the customer-brand relationship), and anonymous haters, who are best left alone, lest they drag you down to their level and beat you with experience, as Mark Twain once said.  

When you do find the need to moderate comments, be careful about which ones you delete or leave alone.  If you deleted everything that annoyed or bothered you, you might get accused of censorship or favoritism.  

Although it may be unpleasant at times on your end as the marketer, it’s important to have an area where all sincere comments are respected and considered.