Handling Negative Posts about your company or Product

Having negative posts about your company or product in Forums, Complaint Boards is quite common these days. How do you handle them?

I think most them should definitely be addressed. All attempt should be made to reply to the post/contact the poster and solve his grievance. Derogatory comments should be reported to site owners with a request to remove them. All in all, these are posts that you cannot avoid but can surely minimize. Good news travels fast but bad news travels faster! So look up for those negative posts on Google and check if they are eating your sales and your reputation!