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Mind the Opinion Gap

January 18, 2012

Toronto, January 18th - Is there a gap between what you say about your organization and what others say about it? Gaps of this nature are often the result of broadcast marketing tactics. There is nothing wrong with communicating with your audience, but communication is a two-way street and it may be your turn to listen.

Why would an organization not make listening to prospective and existing customers a top priority? And if comments are negative, does not a direct and public response mitigate the PR risk significantly? "Companies that rationalize against openness are gutless, spineless, and afraid of the marketplace of ideas." Says Randall Craig, Social Media and Web Strategist and author of the Online PR and Social Media series, "By listening instead of shouting, by floating ideas, and by asking for users' help, the organization empowers these influencers to spread the good word, not the bad." This can only happen when there is trust; and trust starts with the conversation.

Are you looking to close the gap? Craig offers a few tips to start thinking about your audience:

* Consider who your audience is, and why they are interested in following you.
* Put yourself in their shoes, and ask whether your post, blog or tweet is worth forwarding onwards.
* Add value by referencing content from third parties (with attribution), not just your own 'stuff'.
* Participate meaningfully beyond your own walled garden, by commenting on others? posts.

However, it is only what you do with what you hear that will close gaps. To deny or disagree with public opinion will not bring the two sides of the gap any closer to each other. Minding the opinion gap is only the first step.


Since 1994, Randall Craig has advised on web and social media strategy. He is the author of six books including the newly published Social Media for Business and the Online PR and Social Media series. You can visit Randall's blog at

For more information contact:

Randall Craig
416.256.7773 x101 /

Carolyn Bergshoeff
416.256.7773 x 103 /

For more information contact:
Randall Craig
Pinetree Advisors Inc.
Phone: 416-256-7773 x101

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Randall Craig, Social Media and Networking Expert


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