Current trends show that personalized interactions help establish a business’s persona or identity with prospective customers. This makes the business more relatable and therefore more attractive to more consumers. To use this opportunity properly, social media managers should know how to keep their wits together, especially in the face of negativity online.

From restaurants to sports equipment vendors, no business is immune from negative feedback online. With more and more people spending hours on the Internet every day, customers are quick to voice their opinions about businesses. And their comments aren’t always positive.