Increasingly, companies are turning to social media channels like Twitter to address customer service issues. As a real-time customer touch point, social networks provide a great opportunity to keep a current customer loyal or win over prospective customers by responding quickly to their questions and complaints. However, does that mean a company should or needs to respond to every customer Facebook post and tweet? A recent eMarketer article suggests no, companies "don't need to respond to every ounce of negative buzz." The article suggests letting other customers (or brand advocates) address some of the problems.