Managing customer interaction online should not be confined to just addressing complaints. Small business owners miss important opportunity to build long-term relationship with their customer in doing so. Business owners should look into interacting with their customers on a regular basis via social media. This will not only help them keep pulse on what their customers are thinking, but also will increase their sales and profit. Customers are interacting with the businesses online in search of quick and effective response. That is what small businesses need to harness.