Josh, let me help you out a bit. "How to Handle Online Reputation" for Small Business. This is a good start.
Tip for July 19, 2013
Overcome Negative Publicity
Combat negative publicity with an honest and professional response. If due to a mistake or error, acknowledge it and offer to make amends. Engaging dissatisfied customers can demonstrate your commitment to delivering good service. Go a step further by using the experience to teach others how to avoid their own mistakes.
http://www.manta.com/small-business/handle-online-reputation?referid=16216BFL knows better.
From the BFL Guide to Handle Online Reputation
Tip for July 19, 2013
Troll up a Storm
Find the biggest douchebag you can, preferably sleeping off a bender on Skid Row. Hire him and put him behind a keyboard as your main PR guy.