Negative Feedback can be positive

A recent article by Jacob Morgan at Social Media Today looked at the positive effects of negative feedback through social media. As opposed to cringing every time he receives it, Morgan looks at it as a good thing. He gave two main reasons why.
You can listen to what your users are saying, and make changes to improve your product as a result. It can be looked at as constructive criticism because you're hearing how the consumers truly feel about your product and make your changes from there.
It's also a lot like a giant focus group. These people are taking the time to tell you what they think of your product. If negative feedback is what's keeping your company from fully harnessing the power of social media, take a step back and see what it actually does. Jacob is right, negative feedback only makes you strive to improve your product.
Do you agree?