Not part of the Groundswell?

What will happen to a business in the future who is not an active member of the groundswell. What if there was a company who went out on a limb and chose not to use the groundswell; not to listen to it? Would the company survive and strive or would they drown in the negative comments and blogs that they can't respond to and defend themselves? I think for any company in the future to strive they will need to be part of the groundswell. They will need to use it to market there company, to communicate with customers or to strive off of their feedback. Companies need to grow with technology and it would be crazy to think that a company in the years to come could strive without being involved with technology in a major way.