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I don't blame company reps for not joining public forums like this at all. I wouldn't either...
Yeah, I hear you on this... there are many folks out there who don't appreciate nor provide any minimum degree of professional courtesy when interacting with others. This is just life though. Johnny can stay home and watch TV or play all alone in his room, or he can go outside and play catch, meet new friends, and maybe get a wedgie from a bully or have someone insult his mother. It just comes with the territory. I have heard people go off on someone at a trade booth, in a store, etc... and then of course, there is the entire culture of social media, where many companies play, and any number of folks get hurt, both company reps and even nice users who are on the wrong end of a stupid comment from a company rep.
There is no end to the possibilities of "negative" and I think this is OK, because being brave enough to expose yourself to these possibilities also opens up the realm of the positive. The universe often insists there is a balance to be navigated. Nothing ventured nothing gained. Well thought out or not, every company/organization in the world will probably, at some point, grapples with what it means to be "social", to engage an online community, be it other business partners, suppliers, distributors, agents, customers, users, public in general, etc... The retail community is learning quickly that open comments/sharing/interaction, unless vulgar or abusive, are best left alone on their web sites, as it builds truth and authenticity, and in turn builds the strength of both the brand and the online community itself. It is a brave new world.