Social media are compelling businesses to review their way of managing customer experiences. There is a dearth of research as to why customers interact with businesses on social media in the grocery sector. This paper aims to explore how customers react to corporate messages on Facebook pages of Tesco and Walmart. Netnography approach was adopted to gain an insight into the various ways customers engage with the grocery stores on its Facebook pages. Findings show that the social customer is both a curse and a blessing to Tesco and Walmart as they can create or destroy value for the business. This paper contributes to knowledge by uncovering the various ways customers react with the business and how value can be created and destroyed.