The notion that ‘the customer is always right’ has slowly been dwindling over the last few years but it is making a comeback. Social media is taking over and has become the primary PR (both good & bad) for brands. Gone are the days of paying marketing professionals to control the voice and reputation of your brand. Your customers are starting the conversations about your business on the web and you need to be there with them. We talk about the customer being right, but it isn’t about giving them a 10% discount when they are upset or a free return because the customer purchased the wrong item. Those situations are important but it is not enough. Anyone can tweet, like, pin, or +1 your brand in seconds and they have the freedom to say anything. What we recommend is to engage with your customers, add value to your sites with great content that can be easily shared with the click of a button. This way you can guide the conversations your customers are having about your brand.