Last week, popular ice creamery Gelato Messina won praise on social media for its response to an angry online reviewer who called one of its employee’s racist and derogatory names. In a review titled “Worst Customer Service”, posted on Urbanspoon for the Gelato Messina store in Parramatta in Sydney, a “diner from Sydney” claimed they received “unpleasant” and “rude service” in February. Social media soon exploded with praise for the way Gelato Messina handled the complaint. Not only did they still respond to the complaint, they did not back down on their own values and tolerate the manner in which the diner chose to express themselves. Raising the question: what is the right etiquette when responding to negative feedback on social media?