If your school or district has a Facebook page, chances are you've encountered the dreaded negative comment. Unfortunately, allowing people to voice their displeasure with an issue is just part of the social media game. The benefits of using social media, though, far outweigh the negative.
For one, you have taken an important step by using social media to reach and engage your families and greater community. By having a FB page, you are also giving them another option through which to receive news (in addition to your website and any other communication tools you have implemented). And remember that consistent communication using the channels your public prefers (Facebook, website, Remind app, etc.) goes a long way to build trust and show transparency.
But our decisions don't always make everyone happy, and voicing frustration/anger through a FB post is often the first route people take. While you should always emphasize your open-door policy to discuss and solve issues in person that may cause strife, it won't stop people from venting online. So how do you address negative comments?
Do NOT delete them!
Deleting negative comments just because you don't like the message only serves to infuriate your public and can make them think you are trying to hide something, are ignoring the situation or are censoring their voices. That will NOT go well for you.
Of course we only want people to share positive comments on our pages, but that's just not realistic. You can, though, turn those negative comments into a positive--maybe there's an issue of which you were not even aware, and people's comments bring the matter to your attention. If that's the case, thank them for voicing their concern. Offer to meet face-to-face with those who posted on the issue. As you well know, often people just want to feel like they are being heard, and taking the time to meet with them and hear them out can greatly improve the situation.