Citizen marketers are customers who generate media on behalf of companies. They can either promote good things or call out bad things about your product.

Unsatisfied clients rarely send negative feedback to companies, they leave them across the internet. The majority of consumers fail to provide that feedback because of contact barriers, or lack of responders.

Citizen marketers could be turned into an opportunity for the company, if identified in advance on the early stage of the sales process. Companies should better identify the customers who have their own web site. Networkers and social media users should be enrolled as occasional marketers.