After enduring a torrent of criticism for deleting the criticism, ChapStick posted an apology for the ad and a sort-of explanation for deleting the comments, saying they follow Facebook guidelines and "remove posts that use foul language, have repetitive messaging, those that are considered spam-like (multiple posts from a person within a short period of time) and are menacing to fans and employees." Which, with most of the comments, wasn't the case.

It seems to bear repeating: brands, learn to take some criticism on your social web presences. Why? Because...

• Accusations of suppressing those comments are often more damaging than the original criticisms themselves.
• The presence of critical comments gives the conversation happening on your Facebook Page, blog or other presence a sense of authenticity. That means the positive user comments carry more weight than they would if your site had nothing but obsequious flattery.
• A critical comment can be an opportunity for engagement on your part. It's your chance to answer a criticism, resolve a complaint, correct some misinformation. And you may be catching a little issue before it becomes a much bigger one.
• A critical comment can be an spur to participation and conversation by your community. Let's face it; for most brands and organizations, excess participation usually isn't the problem with their Facebook pages.

So maybe it's time to learn to love the negative. A thicker skin not only saves you from the sting of a little criticism; it can let you realize from genuine benefit... and keep you from becoming the latest high-profile case study in why comment deletion can backfire.

See more of Rob's Noise to Signal cartoons here