By diffusing a negative experience by a customer, you are making the brand a go to on social media. Fast response is key with most social media platforms, and many use Twitter and Facebook. Facebook now has a feature where it shows how fast a business page responds to customers messages. However, you don't have to respond to negativity all the time. If you create engagement with your customers they are more likely to say positive things. Customers can add a lot of value to your business via social media, whether it's a poll, advice on what they would like to see in your next product/service/brand or just getting feedback in general. It is a great way for you to grow as a business.