To their dismay, some companies have found there is a downside to marketing through social media pages. A customer might have had a bad experience and posts about it on the company's page. When this happens, a response is a necessity for the company. It should be designed to gather enough information to investigate the issue without being confrontational. Companies that have ignored or deleted these posts in the past have found they may end up with negative publicity.
There are some people that post on company sites with false claims. When a company has a history of investigating claims, these people tend to move on to other companies. It takes a great deal of time and effort to establish good policies when dealing with social media pages. Each company needs to keep this in mind as they develop their online presence. There are many benefits, but it is important to keep in mind there are a few drawbacks.