So, what do you do when you are seeing/reading negative brand experiences online about your brand?  This has been tremendously important in the medical community lately with bad doc reviews.  But, it is going to be equally as important for company or brand reviews.  I came across this story which I think does a great job of setting you up for success.  Of course, you’ll need to work your own approach into the solution, but it’s a solid start http://mashable.com/2011/02/21/negative-brand-sentiment/