Disregarding your social media platforms when they’re full of customer complaints is suicide for your brand. It’s liking having a customer support phone number that no one ever answers. (Except worse, because the entire Internet can see your negligence.)
Don’t tackle those complaints without a plan to resolve them. Predict the customer service issues and develop policies for replying to them. In addition, you should also respond to customers who compliment. And in some cases reward these fans and ambassadors, at the very least a thank you is in order.