Today, people are organized in social networks and they can take action together. They can discuss isolated instances of bad customer experiences and place them in context. Thus, they express concerns and dissatisfaction more loudly than they have ever been able to.

What is more, they can take action to challenge business activities and people in power. In the digital environment, the voice of a few can inspire and reach many. The facilitated (and constant) flow of information among different social networks makes the voice of every single customer that much stronger. This is where customer evangelism becomes critical.

Positive remarks are exchanged a lot more frequently. There is research of linguistic content shows that positive comments are the second most shared item among Facebook users. So how do you take advantage of this phenomenon? By encouraging your customers to become marketing evangelists.