— Problem customers reveal their true colors as they continue to rant and rave. The more you stick to the high road the better: the complainer’s problems are likely to end up appearing insignificant. When social media managers calmly listen and help, inveterate complainers, not the brand, become the problem.
— Check out sites such as Reddit to see trolls in action (transgressive, anonymous, anything goes) and understand how they work. Don’t “feed the trolls” on your own site, but provide opportunities for people to sound off in a way that you can control.