Social Media can help you. In this USA Today article about Baskin Robbins, you can get an idea about the true power of Web 2.0. Web 2.0 was all about user-generated content. Most people think it means viral videos, but UGC is really about word-of-mouth and customer engagement.
"They’re doing it to keep consumers engaged with the brand. They’re doing it in response to social-media-wise consumers who demand to have a direct say in the products that companies make. And they’re doing it because a growing number of brands recognize that some of the best ideas come from outside, not in."
Social media is time consuming and there are no set rules and consumers do get a chance to say negative stuff, but that's life. The key is engagement. That's the benefit too.