When faced with negative reviews or comments online, marketers usually choose one of three approaches: 1. “If we don’t know about the negativity on the Internet, it’s like it doesn’t exist.” 2. “There isn’t anything we can do. Let’s hope no one will see/care about this.” 3. “Let’s write loads of fake good reviews to keep the balance!” As you might imagine, neither of these is a good approach. So what instead should your course of action look like when it comes to online mentions?