If a customer or prospect posts on your Facebook page and never hears back, they will likely stop bothering to post and communicate. This is bad news for you as the more activity your page gets, the more visibility it will receive. To build recognition and memorability you should post on your social media pages regularly, and, as much as possible, you should respond to posts by others. This builds a sense of personal relationship and trust with your consumers, giving them the sense that someone at your business is really hearing them. 

In the case of negative reviews, responding also allows you to show others that you have addressed your customers concern and that you care about both good and bad experiences of your customers.

As a general rule, you should check all social media outlets daily and respond to posts within 24 hours. Address concerns with positive solutions and show gratitude for positive posts.