Small businesses are naturally hesitant of creating their own page on Facebook because they are fearful that they will get a lot of negative feedback. These entrepreneurs, however, should flip their perspective; they have to create Facebook pages precisely to get negative feedback.
Dissatisfied customers will complain regardless if the business they don’t like has a Facebook page or not. If they don’t find a Facebook page where they can complain about the business, then they will just post it publicly on their own wall for all their friends and followers to see.
What entrepreneurs should be scared of is the complaints that they don’t hear about. Having no Facebook page means every complaint won’t get to them, therefore, there is no opportunity to turn these unhappy customers into loyal, happy ones.