said 1 year, 3 months ago:
You should definitely monitor it closely, and comment back to each one if you can. As for negative comments, by deleting them, you’re asking for trouble.
It’s social media crisis 101. Every fan has a right to their voice and by deleting their comments, you’re basically telling them that their voice or opinion isn’t of value here, and you’re just shutting them up, which will probably lead to worse comments.
Instead, comment nicely, and see if you can’t turn that unhappy fan into a happy one, who will use his voice to spread good things about your brand!