Generally, passionate consumers/fans/advocates know more about an organisation's products and services than the very people in charge. They share information, discuss advantages and disadvantages, and often provide valuable insights into the strengths and weaknesses of the product or service.

Passionate people talk about these products and services in real life and online, which influences the trust and business outcomes of those businesses. But sometimes, public opinions and conversations can occur in some unexpected online places.

For example, instead of just expressing themselves on blogs, forums and news pieces, users of Facebook have used YouTube to proffer opinions - from relevant to absurd!

"The Subterranean Facebook Blues"

"I'm getting bored of Facebook"

"The Facebook Song" (nearly 1.5m views)

Con Frantzeskos - Edelman Australia
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