Shouldn't they do a bit of research instead? Like, research whether the people attacking your company/employee/policy are actually customers who'd have an impact on your business if you ignored them? The problem with a lot of social media controversies is that no one actually asks whether the people complaining are actually representative of either the majority of the population or the userbase for the affected service or company. In a lot of cases, I suspect if they did ask that, they'd realise that a few people getting annoyed online can be safely ignored and that doing so may earn you more not less business. Or not change a thing.