I have been trying to write a guide for organisations who want to use socila media, or are using it, but have not got a social media policy. I will publish the guide in due course. But there will need to be a section on the toughest of subjects. How to deal with comments, particularly the most difficult.
The abiding theory has been to engage, draw people out, find a reasonable conversation. Worst is the marketing crapety crap “Make your critics your ambassadors”. Much advice assumes that people are as reasonable as the social media theorists. They are not. Some people are jerks/wankers/arses and some times just plain stupid/bigoted/rude.
there is an interesting discussion here on Facebook < https://www.facebook.com/kevglobal/posts/10153951564235085> which I am watching with interest.