When you're interacting with people on Facebook, Twitter, the forum on your website, and other places online, does it feel like you're putting out fires? Constantly trying to turn the unhappy customers into satisfied customers, skipping over the positive feedback to get to the next problem that needs to be fixed?
That's probably not the best strategy - because although fixing problems is a good thing, breezing over the positive posts can effectively hide them from outsiders looking in.
Smartblogs.com has a video about Dell's engagement program, and what they've learned. They're doing well, and we could all learn from them.