1. An Example of Negative Posts on Facebook How one brand handles it; how fans regulate themselves

2. Carol’s Daughter: Fans complain about non-responsive customer service. Others don’t chime in. One is shocked at the tone. One “likes” the post. Otherwise, her complaint goes without comment. Positive posts continue en masse.

3. Carol’s Daughter: Founder seems to acknowledge the complaint, but not directly. Fans respond. Most like her authenticity. The love-fest continues. One fan feels comfortable enough to say that one product “smells terribly” but otherwise has positive feedback. In these cases, you look for balance on the page. 99% of posts are overwhelmingly positive.