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Connecting with Connected Consumers

March 28, 2012

Toronto, March 28, 2012 - With third party recommendations and critiques being a front-line influencer in business, you would think that more organizations would mind their social networks and 'play nice' with consumers. Surprisingly, this is not the case. Many organizations adopt a policy that assumes the customer is always wrong.

"Customers are fighting back," says Randall Craig, Social Media and Web Strategist, and author of the Online PR and Social Media series. "Armed with smartphones with Facebook-a-ready, they are documenting, sharing, liking, commenting, and virally broadcasting their experience." The policies designed to protect the organization, such as "The customer is always wrong", have whittled away loyalty so much that it isn't surprising that customers are so easily wielding their social media stick.

To compensate, more and more organizations are vying to connect with influencers to help promote and market their brand. They try to build up their fan base using marketing gimmicks and influence efforts, but how impactful are these efforts at building relationships with consumers and clients? And do these online efforts translate to real-world interaction with your brand?

Adds Craig: "Investing in social media in order to build loyalty can only go so far, when front-line staff or the policies they enforce are idiotic, unfeeling, or disrespectful." This is why customer service and social media training for all employees is so critical. It's not just the CEO and the PR person who 'speak' for the organization - all employees do. And those on the front line will always be held accountable in the eye of public social media opinion.

Since 1994, Randall Craig has been advising 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. For more information about Randall Craig 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 Inc.
Phone: 416-256-7773 x101

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Randall Craig, Social Media and Networking Expert


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