Social media puts the "public" into PR and the "market" into marketing.
Don't treat your customers like a bunch of purses and wallets.
If we don't support the people who support us, what are we going to do?
What's required is a kind of social media sherpa, who can find you the audience you seek, who can reach to them on the platforms where they are already congregating, and who can help promote in tasteful ways that fit the sensitivities of the networks where your audiences are found.
If you accept all the praise, you have to accept all the critics.
You can't fake community, you can't force it, either.