Responding involves specific steps, specific protocols, and specific rules, some of which may seem counter-intuitive. Get ready for a different kind of outcome from people who have very different attitudes and ideas about what companies should be doing and how they should behave. Scope out the situation. Incidents most often begin with the actions of a single individual. Early observation is crucial.
Amateur monitoring misses a lot.
Assess the need to respond. You may not need to respond. The Net may take your position in responding. The exposure may be minimal or not affect critical discussion groups. Your business may not be affected after all.