Whenever companies resist the idea of starting a blog or participating in Facebook or Twitter, it’s often for one of two reasons. The first: they don’t want to open the door to negative comments from the outside. But if something about your business prompts a negative response, those comments are happening anyway. When you have a social media presence, they happen in a place where you can see them and respond. You might even gain insights into your company that help you get better. But avoiding social media to avoid criticism is just sticking your head in the sand.