How to use back channels to counter negative buzz

08/27/2010 | Bloomberg Businessweek

When people start trash-talking your brand online, it's not always best to take them to task in public, writes Eric Groves. Try using back channels -- Twitter's direct-message tool, Facebook's private messages, etc. -- to reach out to your critics without publicly validating their complaints, Groves suggests. "What about a public response from you directly? Forget it. Instead, let your fans come to your aid," he writes.

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