Engaging with the world via online media is a great idea, its also a hazard. Actually, it doesn't matter whether your have a website, a twitter account, a Facebook page or jot, your organisation could easily find itself being talked about, and criticised, online anyway so keeping an eye on what is being said matters.

But when someone starts to unload on you, and others pile on as well, what do you do? Don't panic for a start, we all need a bit of thick skin anyway and it may not be more than a few pinpricks. But be aware, and read this from Kate Hennessy at NETT.com. How to: deal with negative comments

According to Crebar and O'Byrne, negative or aggressive comments are the biggest fear for small business owners who foray into social networks. And for good reason.

But if it happens, don't panic, says Crebar, and try to ignore your instinct to pull the comments down.

1. Step into their shoes
   As with campaign hijacking, Crebar first advises to judge the comments as a passive consumer. They're not insulting you, they're just venting a little anger towards your logo. In many open forums you'll find people will stick up for you.

   If it is a negative comment, O'Byrne advises you to honestly ask yourself if it is correct and valid. Everyone is entitled to his or her opinion and sometimes a negative comment is based on truth or someone's real experience. If the comment is correct then - depending on who made the comment and where - acknowledge their opinion and use it as consumer insight.

2. Respond and assess
   If you need to respond immediately, be short and passive, then take some time to assess the damage, Crebar advises. If it's serious, respond to let people know you've seen the comment, you're addressing it, and give them a timeline: a week or a day.

   O'Byrne believes there are times when you don't need to do anything. "Brands trying to shut down negative comments will be seen as controlling, while brands that allow users to have their own opinion are playing in the spirit of social media," he says.

3. Monitor the results
   Continue monitoring comments, even after they're resolved. If the comment is based on incorrect information the brand is entitled to enter the debate with its side of the story, adds O'Byrne.
   Preferably this should be done privately, over email with the commentator. Ask them questions, discuss their experience, be proactive. If they don't respond and if it's appropriate, leave a public comment clarifying any incorrect information.
   Brands can also outnumber negative comments with positive ones by approaching key influencers with the correct story or fact, he says.
   "Whatever you do, don't try to bury negative comments with fake posts; you'll be caught," says Crebar. #

Another, pre-emptive, approach is to make sure that your broad community of interest feels they have a stake in your organisation and its success, that they are an active part of your operation; something you can do very effectively online.

Not only will that give you some fire-fighting resources to call on when trouble hits on your own site, it will also be more likely that they will fan out into their own networks to put out fires there as well.

Make sure, though, that they get the messages above, facts, respectful language, understanding others' positions. You don't need loose cannons.
Have youi had this kind of experience? How did you handle it? What were the results?

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