Here is a good set of principles for dealing with complaints and criticisms on your website. I would endorse them all, but I would also add a couple of points. In the point that states, "Proactively rebut statements that are demonstrably untrue or misleading and, above all, don't run away from your page," I would add that you eventually have to cease responding, because there is a large number of people out there who absolutely must have the last word and will not stop until they have it. And second, I swiftly and silently delete posts that violate the rules - which in my case, means posts that are either spam messages or posts that are personal attacks.
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