Welcome to the new world of communications where fans and detractors, reporters and opinion leaders are out there talking about your brand on Facebook, Twitter, blogs, news sites and other platforms 24/7/365.
That means you have to be there as well.
You can't sleep on questions a potential customer has about your product. If you do, they'll move on to your competition.
You can't let misinformation go uncorrected and spread like wildfire throughout the blogosphere.
You can't ignore reviewers that others look to for product recommendations.
If you're not prepared to deal with the conversation when it's happening, you're not prepared to do business in the internet age.