Have you ever heard an employee of a business say that they don't participate in social media? Maybe "That's not our demographic." Well guess what? Social media or any media that can spread like a wildfire could give a damn if you are ready to participate. If there is an issue, you can bet it will be vetted out via the internet, whether that is email, Facebook, Twitter or even YouTube. And guess what? If you are sitting on the sidelines what sort of shot do you think you have at engaging an irate customer to understand the issue and resolve it? Slim to none in my best estimation.