When dealing with negative sentiment, you should:

Addressing negative sentiment quickly demonstrates responsiveness and care, which can de-escalate the situation and prevent it from spreading. Moving the conversation to private messaging (e.g., direct message, email, phone) is crucial for discussing sensitive details, offering personalized solutions, and avoiding public back-and-forth that could further damage your brand's reputation. Ignoring negative feedback can make the customer feel unheard and amplify their frustration, potentially leading to more public complaints. Blaming the customer, even if the company isn't at fault, is poor customer service and can alienate them further. Encouraging hostile replies from brand advocates is unethical and can create a toxic online environment, severely damaging your brand's image.