I think that there are some right and some wrong answers on this topic. This is one of my major discussion topics with promoters during my seminars.
First promoters SHOULD absolutely use social media to promote their events and their facility. Every time. Every event. Social media provides instant AND interactive information in today's world of instant gratification.
One of the points I promote is you have to have someone who is dedicated to do it and has the correct temperament to do it. Social media can be a double edged sword for sure. However if you use it properly for the most part you can avoid that. But it starts with you. You have to be willing to TRY to do all you can to make your facility and events great. You must be able to accept some criticism when it is warranted or you make a mistake. And you must be willing to admit it when you do make a mistake. I also think you should answer questions on your social media. You can also answer to unwarranted negative comments.
Let's face it. Some people want to complain because it is fun for them. Many times these people don't attend the facility they are slamming. They are just looking to create an argument for the sake of an argument. And to that end as race fans we do have a responsibility when we make a complaint. We should make sure that the complaint is valid first and foremost. Then we should make an attempt to address it respectfully. My phone number and email address is posted everywhere. If someone calls or emails me about an issue I respond. If it is something that needs to be corrected, I make every attempt to correct it. When an issue continually falls on deaf ears then it may need to be addressed in a public way.
Understand though that race promoters have a TON on their plate on a regular basis. Things that the average fan or driver may have no understanding of. Making any profit at all in race promoting can be a tough row to hoe, so things that cost money to rectify may come much slower. Items of safety, of course, should always take priority. But because you had a cold hamburger ONE night does NOT mean you should go and bash a track and its food. Sometimes it happens but as long as it doesn't happen consistently maybe you should cut those people a break.
Social media is a responsibility. It is a responsibility for both promoters as well as fans and teams that use it. There is power in words. Use your words wisely and intelligently. Be responsible. FANS: When something you complain about is better - let people know. If there is something consistently good about the place you go - let others know. PROMOTERS: If you get a complaint - address it / answer / fix it if you can. If you make a mistake - own it. Apologize or make it right if you can. Be transparent. Do nothing in the dark.
Yes bad promoting and management can lead to facilities failing. But misguided negativity can certainly contribute as well. Everyone just do your part.