Social media has always been a major communication preference between companies and their customers. It is one of the ways customers provide feedback that will help the company improve on their products or tell if they are on track.
The success of every product depends on how well it fulfills the needs of its users. Creating a positive and useful experience for your end-users is the best strategy there is to gain their trust and loyalty.
The digital world has never been as powerful as it is today. That means that being invisible on the internet is pretty troublesome for brands, since much of your audience will be trying to find you there. But what can be just as bad is having a bad reputation online.