FB comments: To Delete or Not to Delete?

"Your Brand is What Your Customers Say It Is"

Well that's scary. The authors of Groundswell, Charlene Li and Josh Bernoff, who tell us all about how to "win" in a world that is forever transformed by social technologies, tell us that we cannot define our brand, our customers do it for us. In a platform like Facebook, this statement could not be more true. In one virtual space, people who are affected by our products get the opportunity to praise or complain without having to physically face anybody. The customers are conversing about us and thus creating our brand.  

These are comments on the Facebook page of the chain bakery-cafe Panera Bread. Just look at the variety of comments on a post of a sandwich. Customers tell you what they like, they tell you what they don't, and they also just rant.

While FB brings a great number of supporters and positive feedback, it may also create and spread a negative image of the company. So the question is, should we be afraid of negative comments on our FB page? And is deleting these comments the best idea? Most of the advice out there tell us no.

Here are 5 reasons blogger Lisa Barone writes for why we should not delete FB comments. 

A very useful advice I found on the internet is this (click here for the source):

I believe that the way Li and Bernoff would look at it is that the moment we delete a comment, the Groundswell will swallow us up. Remember, we do not have a hierarchical, one sided power in the Groundswell. The customers are like our peers, we are having a conversation with them and the relationship must be worked on and maintained. As li and Bernoff put it, "if [we] are smart, [we will] listen in as they talk to each other and learn how they think.

While these are sound advice, my question is this: what if the comments you are receiving on your FB page are not just negative comments towards your company but are politically controversial, offensive, and hateful comments? Is it better to delete those comments or respond to them?

These two customers, expressed their discontentment with Panera's support for anti-gun movements, on the same picture of the sandwich.

Luckily for Panera, the Groundswell balanced itself out. The comments were ignored by other customers; therefore, they got buried instead with a stream of positive comments that followed.

BUT what if people had responded to the comments and all of a sudden no one was talking about the sandwich and instead about everything leftist and rightist. Should the company respond, delete, or ignore? All three options have their respective risks. By responding, they may involve themselves in a deeper unwanted controversy. By deleting, they are neglecting the customer. And by ignoring, they are not listening and therefore are not maintaining the relationship with customers. So let me leave you with this question.

What would be Panera's best option? 

Please comment and let me know what you think!