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As brands, the last thing we all need in social media is negativity. On social media it is very easy to receive negative comments and responses, simply because you are leaving yourself open to them due to the fact you are engaging with people online.
In fact, the more successful you are the more likely it is that you will start to receive negative comments. On Facebook, because it has such tremendous reach, there is even more opportunity for people to drop the negative bomb on your brand.