In order to respond effectively to negative information in a social media environment, companies should make it a point to respond to each and every rumour and negative message.

It is not necessary to respond to every single negative message or rumor in a social media environment. It's important to evaluate the situation and determine if a response is warranted or if it's best to simply monitor the situation and wait for it to pass. Companies should prioritize responding to valid complaints or feedback, and address them in a timely and professional manner.