When disgruntled customers start spreading negative comments about your brand online, try reaching out to hear their side of the story and provide a personal response, writes Andy Sernovitz. Make sure your response is public so others can see you engaging, he adds. "Show them you're listening, you're trustworthy, and that you care. That way you'll earn word of mouth from the person whose problem was resolved as well as everyone who witnessed it," he writes.

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