It is not possible all the time to get positive comments on your content. Negative feedback is usual. However, you should never ignore it.
A few Companies/Brands have their strategy to easily get rid of negative comments. Others think that ignoring them is the right way to go. Instead of avoiding them, you should use such circumstances as opportunities.
If it is not handled properly this may be one of the biggest social media mistakes that can cost your brand in a big way.