Businesses and organizations crisis plans needs to include the stages of an online crisis: pre, during and post. Online attacks can be devastating to the business or organization targeted. Take control, allowing assaults against a business to take place can be a considered an admission of guilt. It is not good practice to turn the other cheek. When the reputation of a business is on the line it is best to uphold the mission and combat the negative allegations.
Reward positive feedback, retweet and exploit it for all its worth. Social media is very influential and more convicting testimony that can be provided regularly will be highly regarded. DH