I am currently helping a self funded group of actors, The Mechanics, with their social media efforts. For example the creation of their Facebook page, an integrated blog instead of their old static website and integrating it all with their existing Twitter profile.
Let me give you some background:
Because they are a theater group they get unsolicited reviews about their shows. Most are great reviews but there are one or two negative reviews. They currently share the positive reviews with their followers. But what do they do when they get a negative review?
Should they share negative reviews?
I believe they should and this is why:
People that follow you on Twitter or Facebook are there because they choose to be followers and the majority are there because they want you to succeed. And as long as you give them what they want they will defend you.
If the above is true, and I believe it is, then you (The Mechanicals) need to allow people to defend you. A reviewer has every right to his opinion but you have followers with their opinion. And by having the guts to share these negative reviews with your followers they now have the right to balance the scales with their own opinions.
As you know controversy creates discussions and Facebook is an ideal place to spread the controversial virus (ala Seth Godin’s Unleashing the Idea Virus). When you allow your followers to react to controversy on your Facebook page (your brand) then each comment made is seen by many others who are not followers of your page. Yet. As long as the controversy continues your brand gets exposure and, I believe, you’ll get many more followers; because your followers’ friends are potentially people who also want to follow you.
Can this idea back fire on you?
Yes it can but then you should not be in business. This is only for brands like the Mechanicals who love what they do.