Yes, sometimes there are segments of your community that don't exactly love your #JDS (to put it kindly). How to deal with them? One way is using social media monitoring. Check out what MarketingProfs has to say in this topic. Negative Brand Perception: How Social Media Segmentation and Monitoring Uncover Clues
Segmentation - Is your brand being perceived negatively? Marketers can uncover the reasons for the negative perception by diving deep into segmentation and analysis.