If you’ve already searched for some Fan Page inspiration and undertaken the task of building a custom landing page for your business’s Facebook presence, you may now be in the market for some features that will further engage your fans.

We often say that social media is a conversation, and what we mean by that is unlike traditional broadcast and print mediums, which are often one-directional, social media is very much a two-way channel. Not only can businesses communicate with their customers, but their customers can communicate with them and with each other, as well. By and large, this type of communication is a good thing — businesses can form more personal relationships with customers and customers can become part of a community around the brands and businesses they want to support.

However, when you open the conversation up to anyone, you can also potentially invite negative criticism that you need to be prepared to deal with. Here’s a quick guide to dealing with negative feedback on social media.

The average U.S. Internet user spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia, and Amazon combined.