If someone insults you what should you do?
Well actually your question has 2 different aspects,so does the Buddhism. They are 'laukika' and 'lokottara'. 

The excellency of Buddhism always goes with its 'lokottara' content, where the path to nirwana. For a person who are in lokottara track, what to do when some one scolding is just to ignore. It is all about removing tanha from our mind. If we can't hold other's scolding that's just because we have tanha on our image/social aspect or any other. 

But as most of us are just partially or not at all lakottara people, we may feel hard to do that. But at least we can behave thinking about the consequences what will be happened if we get into a counter argument/fight etc. So at least we should be able to understand that the best way to bear it is the silence and make that person convince, not to be get tempered.