When you produce content, you open the doors for judgment from both fans and critics of your business.
Some of this judgment comes from "trolls," and paying attention to it is a waste of time.
However, it is important to distinguish these comments from those that provide legitimate constructive criticism.
It can be difficult to ignore the trolls, but negative comments are a small percentage of the feedback you'll receive from your audience.
There may be some great advice and suggestions in a comment that may come off as strictly negative when you first read it.
Try to understand whether the feedback stems from an actual problem, and see what you can feasibly change to eradicate this problem in the future.