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It's never nice to be criticised. Businesses in particular get extremely defensive when people complain about their services publicly.
This has been one of the major reasons why larger organisations have been so suspicious of social media. They don't want to encourage their customers to talk to each other in case they share horror stories.
What they fail to grasp is that their customers will talk to them on social media platforms whether or not they themselves are present. You don't need a brand's presence to allow you to tell others about your bad experiences, you'll just go ahead and do it anyway.
Instead of hiding from the conversations about them, businesses need to listen to what their customers are saying and engage in a positive way. Turn criticism to praise by responding and engaging. You can turn your biggest critic into your greatest Champion by addressing their issues.
Social media allows you to do that.
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