How must brands fight online trolls without sullying their reputations?

Ola stared down an abusive customer while Amazon played the silent game

At a time when online conversations have turned into a bruising sport, brands find themselves in the line of fire almost daily, their reputations dragged to the boxing ring as customers clash over political affiliations, religious beliefs and personal biases. The most recent imbroglio involved two big brands Ola and Amazon, both known for their active social engagement strategies. While Ola reacted swiftly with a strong comment against its online aggressors, Amazon took the silent route, indicating that there is perhaps no single way to deal with online bullies. But the question that many are asking is: Is it time