As a brand, how do you face criticism and how do you respond to it?

As a brand, you receive feedback. Either through customer/tech support, online in reviews, or users refer to your name on social networks.

Let's face it, negative feedback spreads easily and is shared more often because people don't often talk about positive things.

How do you deal with negative feedback?

I've experienced several cases, e.g.

– trying to diplomatically defend your position

– deleting overly negative and vulgar comments (mainly because of the sentiment that could arise)

– apologising and offering a solution/compensation

I'd love to hear your advice and experiences.