Social Media has an interesting and immediate role to play in managing customer activity. It can be used to handle both praise and complaints. If someone feels strongly enough to write in or phone then you know they are pretty committed to trying to get their issue resolved. The longer it takes to resolve the less likely likely you are to be able to convert that person into an advocate. Granted by using social media you might invite more complaints, but if you can quickly resolve these then you have the opportunity to turn these people into advocates of your brand. People will tell others about how quickly the issue was resolved and hey presto you are able to influence far more people than you can by responding back to a letter. Just remember that not listening to customers and not taking any action can result in the sort of medicine that United Airlines had to swallow. The last thing you want is a 10% drop in share price!