People are going to say negative things about your brand. It's going to happen and there's nothing you can do about it. Or is there? Well, you could hit delete. But should you?
Before you do anything, it's a good idea to have a clearly posted policy for commenting. If you delete comments first, then you run the risk of closing the communication channel that you are trying to create. Sure, if the comment is outright vulgar, illegal or pure spam, you can delete without much fear of repercussion. (Unless you are a government agency, but that's for another post.) But, if the comment is simply negative publicity, then a comment policy will help to determine whether or not it is allowed.
I like to think of building a website like baking a cake. If you don’t have the right ingredients (or worse, you forget one), then you won’t have a very tasty cake.
Some might think, “Well I can just buy cake from a box or pay my friend to bake one.” If your friend is a professional cake baker, go for it. Otherwise, you get what you pay for. Your business website should be a delicious, inspiring piece of work that you are proud to share with the world. For that, you need a good strategy.
Here is a visual map of how a successful online strategy centers technology, content, usability and accessibility around the business.