Community feedback–that is, when a customer actually uses your product and provides real feedback to improve it–is the dream that everyone’s chasing. You’d be hard pressed to find even small brands in your home town that don’t tuck Facebook or Twitter logos beside their company names. That dream is largely a fantasy when it comes down to the nuts and bolts. The reality is that finding the feedback you really need often uncovers things you might not want to know.
So the solution is to take more control over your brand. Build channels for users to discuss your brand, monitor that feedback, respond when necessary and most importantly build character for your business.