How vulnerable does social media make your brand?

I grabbed this picture from Facebook recently to illustrate the transformation of brand relationships in the face of social media- whether you like the brand or not, and no matter what they do to improve your customer experience, you're at the mercy of other people's opinions.

• Does this express true sentiments or is someone simply being cute or clever? 
• How much does it devalue the brand? 
• Should a brand even respond to this kind of post?