One of the things brands need to learn about as they dismantle the infrastructure of command and control communications is how to take some criticism on the chin. Take it, that is, without reaching for the cease and desist pro forma, or having the PR department self-flagellate for failing to manage their messages.
In short: get a thicker skin.
Another coping tactic is to use the strength of your detractors against them, by, er, having a sense of humour… Like the pizza joint in San Francisco that prints its bad reviews on staff t-shirts.
John Battelle calls it conversational jujitsu. Which I kind of like.