Every brand experiences negative attention on social media at some point. Many panic and overreact when criticism shows up on their sites. They try to hide it or they respond defensively and end up adding fuel to the fire.
Transparency and authenticity in social media is a must to build customer trust. This means embracing criticism and managing it. You can’t control your customers, and you wouldn’t want to—you need their unvarnished opinions to serve them better.
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