Dealing with negative comments or criticism on social media requires prudence, vigilance and professionalism. First of all, it is important that comments are treated with respect and courtesy. By responding in a polite way, you can demonstrate your willingness to solve problems. In cases where criticism is fair, you must acknowledge mistakes and show your intention to improve. Moreover, it is important not to ignore the negative feedback, but to try to turn it into an opportunity for improvement and growth. Finally, transparency is key. Show that you are listening to the public's concerns and that you are willing to address issues in an open and honest way.