Organizations are increasingly focusing on producing kick-ass content to attract and retain customers, rather than grabbing folks off the street at random. The recession is forcing revenue results out of social technologies-marketing must prove its worth to actually changing the bottom line. As we know that customer reviews are nothing new on popular eCommerce sites like eBay and Amazon, in most cases, consumers use the critiques from people they don't know. Now with connective technologies like Facebook Connect, Google Friend Connect, and OpenID, consumers are now being able to see reviews, experiences, and critiques from people they actually know and trust.
Tech-Savvy consumers will not tolerate poor service. They'll flip out, very publicly, using social media that will grab more attentions of their network as its a small world.