Social media must be about letting the customer meet the "company" and other customers in order to develop a sense of community. People like to share and like knowing there are others who also acquired the product. Encouraging others to "spread the word" is what the purpose of Social Media ought to be and that supports a larger branding mission if done well.
The idea that FB, YouTube & Twitter ought to be a primary means of customer support is just plain wrong. No one needs to create the next Dave Carroll through poor service.
If there is a fire in a bedroom of your house, don't build another bedroom as a solution. Put out the fire! Same rule applies to customer service.