The risks and benefits of engaging with public audience in a media space as a public figure are quite a lot. The risks are inappropriate behaviors would result in a loss of reputation, authority strength, fan base and so on. There are countless examples of it. For instance, Kanye west. Furthermore, companies reputation would be damaged as well, public figures might have to be ready for law sues. The benefits of it are good advertisements, great influences, convincing speeches and so on.

Most public figures ignore negative reviews, their agents usually handle stuff like that. For personal negative reviews, I think the best way to address it is review it personally, some of the voices and judges can be learnt and people can use it to improve themselves. For trash talks, I suggest ignoring it is the best way to handle it, Internet is an open space you can not stop this phenomenon.