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Social media provides insurance agents with unprecedented opportunities to interact with customers, be part of a conversation, and build relationships. But what happens when the conversation turns negative? One of the scariest and most intimidating aspects of social media for many businesses—and one that stops many people from trying it, or sticking with it—is dealing with negative comments.

But even the best and most knowledgeable insurance agents and other business owners deal with negative comments and reviews from time to time—and if you let it stop you from getting into social media, it will keep you from taking advantage of a crucial marketing platform. Here are a few ways to deal with negative comments—and even turn them to your advantage.

Keep an ear to the ground. In order to respond to negative comments, you’ll have to know what people are saying. Establish a Google Alert for your company name and other relevant terms, and monitor your Facebook page, Twitter account, and other social media accounts to keep track of the conversation. It’s essential to respond to negative comments quickly, so you’ll have to stay on top of things.

Pick your battles. Responding to some criticism will only make the situation worse. For instance, when the comment is clearly coming from someone who is trying to be confrontational or may have a personal issue. Some negative commenters may be competitors trying to stir up trouble, former employees with a grudge, or known troublemakers with a mean-spirited agenda. In these cases, responding to the person will only give them credibility and add fuel to the fire.

Give an immediate response. Even if you aren’t sure what action to take yet, let the commenter know that their problem is being investigated. This will keep the person from making angry comments on other forums and sites, and will mollify them temporarily while you figure out how to resolve the issue.

Humanize yourself. Make sure the commenter knows they are talking to a person. Sign your name to all your correspondence with them, and try to connect on a personal level within the realm of professionalism. It’s much harder for an irate customer to stay angry with a person than with a faceless company. Stay away from response templates; these will make you sound robotic and inhuman, and will likely only make the customer angrier.

As fun as social media can be, it can also be harsh—and you’ll need to be mentally and emotionally prepared to deal with negative comments. Learn to expect them and see them as opportunities to demonstrate your customer service prowess. Respond quickly and with a human touch, and it’s possible to turn dissatisfied customers into your most loyal fans.