As social media begins to play a larger role in one’s marketing campaigns, it is important to understand how to properly manage any negative feedback from your fans. The purpose of social media is to build a community sphere surrounding your brand and to initiate dialogue with your customers. A conversation is a two-way street so, in addition to all the perks of these more personal interactions, you are also opening yourself up to be vulnerable to negative criticism. However, the best way to solve any issue is to address it and that begins with identifying the type of feedback you’ve received. According to Josh Catone, Features Editor of Mashable.com, there are four types of negative feedback: straight problems, constructive criticism, merited attacks, and trolling/spam. Straight problems are literally direct problems that your customers have/have had with your product or service. Of course this is not something you want to be displayed to potential customers, however, a response is critical. Simply thank your customer for bringing it to your attention and assure them that steps are being taken to take care of the issue. If you find that the problem is a perceived problem rather than an actual problem, explain why you do it the way you do. There will always be customers who will provide constructive criticism and offer their own suggestions for how things should be done. Again, thank them for taking the time to bring this to your attention. As with some constructive criticism, the customer may be in the right and have just addressed a flaw that has often been overlooked. Merited attacks are the most difficult to deal with because they are personal attacks to your company. However, as is the case with constructive criticism, these actions would not have been taken unless there is something that provoked it. Thus, measures to mitigate these comments should not be take lightly. Finally, trolling/spam is simply that- spam. You do not have to respond to these comments, simply remove them. It is important to keep in mind that each and every one of your responses sound positive. When your customers see that you are taking this feedback seriously, you’re loyalty with them will only grow stronger.