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The document discusses how organizations should monitor social media for mentions, evaluate which require a response, and provide thoughtful, helpful responses that acknowledge issues and apologize while outlining action steps for resolution. It provides examples of case studies where companies responded well or poorly to social media criticism and lists resources for social media monitoring and response best practices. The presentation emphasizes that members are likely more experienced with social media than organizations and responses should use a human voice rather than criticize or anonymously engage members.Read less