Good user generated content is gold dust. Many business and artists (such as musicians) owe their success to a vocal and loving base of customers and followers. Creating a groundswell is not usually something a business or artist can orchestrate, but they can facilitate it by ensuring customers and fans have ample opportunity to share their enthusiasm.
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When it comes to customer relationship management and building a community and audience, social media works well. It’s not the most time effective way to create a customer user base, but it will strengthen an existing one. If you have fans who are evangelising you and your products, you are in a very good place. Praise, thank them and look after them.