General Mills faced a PR crisis earlier this year when someone posted a claim on social media saying that he’d found shrimp tails in his Cinnamon Toast Crunch breakfast cereal; company leaders took heat for not responding properly or with enough speed.

Whether or not a business is truly in the wrong, when a customer complaint gains attention in an online public forum, it can go viral quickly. This is why all companies need to develop a plan for addressing negative claims that blow up on social media.

To help, 11 members of Forbes Agency Council take a look at techniques for limiting the damage viral customer complaints can do to a company’s public image.

This article originally appeared on Forbes.com, on May 12, 2021. Read the rest of the article here.