"Hey Ritz-Carlton & Shangri La ... we have 10,000s of readers and you suck! Please save my complimentary upgrades for the next time I am in town. :D." Brands have begun to see more of these types of posts on Twitter and Facebook that end up in real-time search engine queries. It's real dilemma for companies, explains Aaron Wall. Wall makes suggestions on how to curb this type of rhetoric, along with a few tips on how brands can turn these negative comments into marketing tools without giving away the farm.