Companies need to pay attention to social media. It's how their customers are complaining about their products, services and business practices.

1. Source: FrugalDad 02/29/12

2. Twenty years ago, if you were dissatisfied with a company’s
product or business practices, you’d probably stop buying
from them. You might write an angry letter. You might even
tell your friends and family (a whopping 25 people, at best)
not to patronize that business.
But the game has changed with social media. While one
angry tweet may not make much impact, the web allows
customers to find and connect with like-minded parties.
Critical mass has never been more within consumers’ reach.
At best, companies strive to be more responsive. At worst,
they now live in fear of these pools of discontent.
Mashable 02/29/12