One of the fastest ways to undermine any goodwill or positive attitude on the web is to not respond to its social media comments or private messages that your customers are forwarding towards you. If you are not sure that someone has interacted with your content or sent a message or commented with legitimate critcism, the worst case scenario is choosing to ignore it. People on the web can be chaotic but that does not mean you should totally ignore them, how will you improve without identifying the problems? Ignoring the comments portray you as a fake person, business or brand. For them, you are just another profile who can post content without a real person.
If we are to make an analogy, then it is just like how you hold open a door for someone and they just walk over without responding. They don't even recognize you and just move on, we have all experienced it. If we the customers feel like they are being seen as annoying even though they are being honest, this will make them angry; people react poorly to being ignored.
Remember that social media should be ‘social’, if you think of it as a one-way message board on which you can never respond, comment, or interact with others, you will not make many customers. You certainly won't keep your current audience and when people feel neglected, they will look for others.