Regardless of whether you are actively participating in social media your brand is. Long before the advent of social media "word of mouth" had a huge impact on a brands reputation in the marketplace. If you produced a bad product or did not live up to industry or societal norms with regard to your brand eventually the word would spread and consumers would lose interest, very rarely would they revolt, and companies would simply rebrand their inferior offerings, develop a new advertising and marketing campaign, and get back into the business of peddling their goods and services.