Unfortunately, in many cases, companies that are accused of wrongdoing will be considered guilty until proven innocent in the court of public perception. As a result, responding effectively to negative press or publicity on social media requires the ability to unquestionably demonstrate why the company’s reputation deserves to stand. In order to do this, it is necessary to gain a clear and comprehensive understanding of all relevant facts, and then to make a determination as to how your company should respond taking all pertinent legal, financial, and social considerations into account.