I like to think of cyberspace as a clear blue sky - with the capability to be warm or cold. It only takes a few moments reading comments after a popular news article, to see how cold cyberspace can be. But to be fair, many have also been recipients of kind and meaningful gestures in cyberspace as well.
One of the most recent warm moments in cyberspace was when more than 3500 people from over 100 countries participated in an online campaign, #skybluepink. The campaign was launched by Brandon Curtis with the simple goal of adorning the walls of his dying father. His father was able to enjoy the beautiful pink and blue skies before he passed away.
As a small business owner, you may not have the next viral video on your hands. However, you can set the temperature for your social media with your online campaigns. If you frequently have Negative Nelly's taking over your comments, it might be time to look at your profile and how you respond to negative comments. Many times what looks negative is really a cry out to be heard. Listen to your customer or commenter and try to decipher if there is a customer service issue and whether or not it should be addressed publicly or in private. The rule of thumb in the world of journalism is to address it publicly, but solve it privately.
If customers seem leery about posting comments or don't seem to have anything positive to say, you may want to look at your profile. Generally you want a clean, professional profile that isn't too stiff. In this video taken and edited by a client, I discuss the difference. Please note - the website shown at the end should say lesgo4it.com.