Social media is about engagement. Therefore, as a general rule, you should address posts online rather than ignore or delete them. If a customer service or individualized issue arises, you are welcome to offer an offline form of contact to the poster so that you don’t have to handle the issue in public. Even so, there ARE times where it is best to delete a post. Here’s a guideline for when to do that:
1) If there is inappropriate language in the post. Sometimes people use inappropriate language in complaints. You should respond to the complaint with an offer to take the conversation offline and explain that the post will be removed due to inappropriate language. Facebook has filters for inappropriate language that you may want to consider setting up as well if this has been an ongoing issue for you.
2) If the post is clearly spam. Ads for viagra and the like can go. However, a post that is very clearly off topic – such as an organanization saying “if you like this page you should like our too” – can go (unless you see an alignment, in which case you are welcome to leave it). Be very careful about not interpretting legitimate complaints as spam. If you don’t allow people to message you or generate a new post on your page, they have no choice but to tack on their comment to an exisiting thread. Strongly consider allowing messaging and post generation in your settings if you truly want to inspire engagement.
3) If a conversation between two posters on your page turns ugly. Letting a conversation between someone negative and a supporter of yours play out can be to your benefit because it illustrates the passion of your supporter. However, if either party attacks the other, you need to engage to say you don’t approve of that kind of behavior and then delete.