Whatever sounds good.  Or, with a iOS device, you can run Trueplay which will optimize the speaker for the room.  

I second jgatie’s statement - Trueplay will adjust the speaker to its environment - I have on my Beam only Loudness enabled and EQ flat (i.e. 0 Bass and 0 Treble) and it sounds great

Trueplay is still one opinion at the end of the day, although perhaps close to that of a majority. The EQ controls allow you to further tailor that opinion to your tastes, if you so desire. Play with them to see what suits.