How do you handle a social-media smackdown?

The real-time Web poses new problems for brand managers, because it’s often tricky to figure out how to react to negative feedback on the fly, said Stage Two marketing firm founder Jeremy Toeman at a Social Media Week panel yesterday. He argued that the key was to respond swiftly to criticism based on genuine failings, and not to legitimize spurious negativity. “Where there’s smoke, there’s sometimes fire,” Toeman said. “And sometimes, it’s just smoke.”  



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