If you followed my day job on Facebook or Twitter (@courtchicago) you would have noticed an interesting thing. We decide to share all the reviews of a recent production with our fans/followers. I mean ALL the reviews, the good and the bad. That is going to be our standard practice from now on.
Someone asked me why I would allow "negative" info about our work to be distributed through our own channels. It's a fair question. To understand why you have to think about expectations.
Every marketing tactics comes with a set of expectations. In a print ad, for example, people expect your "best face". They want the punchy (but short) copy and the interesting visual. That's what print is about.
When people engage with social media they expect a increased level of transparency. They expect you to share things you wouldn't typically share. Otherwise, what's the point in following you?
So sharing all the reviews, no matter what they say isn't about being brave or taking risks, it's about living up the expectations of the medium. If you're going to do it, do it right.