Media Releases from members of Sources.
To submit a news release, use this form.

Harnessing Critical Mass; How to promote organizational momentum

September 22, 2011

Toronto, September 22nd, 2011 – Ripe with commonalities, Google, Apple, HP, Facebook, and General Motors have many shared qualities: capitalization in the billions, American ingenuity, the best in their day. And each has made a substantial investment in the area including General Motors. The question is why.

What each of these high tech companies knows is that magical things happen when there is critical mass. There begins a self-sustaining momentum that spurs on further growth: educational institutions graduate highly skilled staff, a strong venture capital community provides financing, companies provide employment opportunities, attracting more skilled workers, financial resources, and entrepreneurial high-tech energy.

“GM doesn’t have a factory in Silicon Valley making cars,“ says Randall Craig, social media and web strategies and author of six books including the Online PR and Social Media series “It has a brain trust working on GM’s most advanced automotive software. GM is there so it can take advantage of this critical mass, and achieve a competitive advantage through innovation. And it realizes that recruiting the best software engineers means recruiting in Silicon Valley.”

Critical mass as a concept is also useful at the corporate level, albeit with a different name: Focus. The more focused an organization is, the greater the ‘internal’ critical mass. People work towards tighter common goals, less effort is spent on superfluous activities, and external branding becomes tighter.

“Critical mass is a social media key success factor too,” adds Craig, “If you are doing so little that nobody notices, then your efforts are pretty much wasted. Developing Social Media Critical Mass isn’t merely a focus on quantity, but a focus on the quality of your efforts: carve out a niche that helps define who you are, aimed at a defined target market. Then execute the plan across the Social Media venues that this target market frequents.”


Since 1994, Randall Craig has advised on web and social media strategy. He is the author of six books including the Online PR and Social Media series. More information about Randall Craig can be found at And to see more of Randall Craig on social media visit

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
Phone: 416-256-7773 x101

Click here to view our Sources Listing:

Randall Craig, Social Media and Networking Expert


    Information and Media Resources from Sources
Main News Release page Media releases from clients of the Sources media relations service.
Sources Calendar Check out newsworthy events from across Canada.
Sources Directory Search the Sources directory of experts, contacts and media spokespersons. Find how to include yourself in Sources.
Publish your news releases Sources can help you distribute your media releases
Media Names & Numbers Directory of Canada's print and broadcast media.
Parliamentary Names & Numbers Full contact information for government, political parties, lobbyists, and embassies.

Sources home page