A posting by Keith Collins sees social media as being a repackaging of 'the customer is King' mantra. In saying this he fundementally misunderstands the power behind the throne and what I am sure was closer to reality.

Large corporations liked to say the 'Customer as King' was on the basis that the company was King maker. If you did not follow the company stipulated process and procedures you could risk being deposed. The companies command and control system was run for the benefit of organisation and not the customer.

How many people wanted customer services outsourced abroad? How many patients have lobbied local NHS Trusts or the Government to close local hospitals and transfer services to 'super-hubs' miles away? Companies basically set the agenda and strategies based upon financial and business needs. Customers could 'like it or lump it'. If unhappy with any aspect of service or product the customer had a real problem getting a hearing. The company hierachy would mean the customer had to chase around from department to department, holding on while muzak played - all the time running up call charges. In total frustration some would go to consumer TV programmes like Watchdog or That's Life to try and get their cases heard. Most would simply be upset, maybe change supplier and rubbish the company within their own social network of friends and family. To be honest for a large organisation it was like a mosquito bite on an elephant.

Today it has changed. Customers can tell the world if they are unhappy. Using social media (podcasts and blogs) and the internet an unhappy customer can let the world know what is happening and see if anyone else is out there with similar problems. Gone are the days when the company could 'fob' the customer off with a story that 'no one else is having that problem. Sorry cannot help'.

Customers who feel ignored or disgruntled can now become not so much a King as a Town Crier and use the internet to tell the world their story. Companies who ignore the social media space and the power it gives to users to share information quickly run the risk of misjudging not only the power of the customer, but their ability to find and connect with many others like them. Suddenly we are not talking about a single mosquito but a swarm and one that can grow big very fast!