In my presentations about companies using social media, I'm often evangelizing the importance of being responsive to complaints, problems, or issues that might arise in the public space. On social media, oftentimes a problem ignored is a problem magnified. But, then, sometimes responding to a negative comment or post just drags you down into the mud, and something that wasn't originally a big deal blows up out of proportion. Just this morning, one of my workshop attendees asked me how to avoid coming across as defensive. How do you know when to respond and when to walk away?