Ignoring negative comments on your company’s Facebook page can be a fatal decision. It is an important part in properly managing your brand’s online reputation; ignoring it would be social media suicide. It is better to address such comments head-on in a timely and non-defensive manner versus trying to ignore them and act as if they’re not there and have zero relevance. But you know what? Some say criticism is a good thing. It is a form of communication and can often provide you necessary feedback and ways to improve your customer service. So don’t bury you head in your hands or complain about it to your boss at lunch, but rather address the situation upfront in a friendly and efficient manner showing that you care and appreciate all comments and critiques in hopes to improve his or her perception of your brand.