- the way in which two or more concepts, objects, or people are connected, or the state of being connected.
The internet and social media have enabled people and brands to connect with their customers in a way that has never been done before in the history of the world. Too often, I see companies and brands not understanding the relationships their customers want to have with them. Depending on the business, a customer may want to show off their association with the brand (think Mercedes). In another instance, they may be less proud about their purchases (think McDonalds). In some cases, a customer may want nothing more than an occasional transaction with a business (think gas station). In other cases, they may be willing to give a brand their email or even engage with the company on social media (see Vacation Races).
For the past 7 years companies have rushed to social media in a mad rush to gain followers. Few of these brands have taken the time to really understand the relationship their customers want to have with them. If a brand or company is trying to force a relationship that its customers do not want, it can get uncomfortable pretty fast.
I will be showcasing examples of companies who get it, and companies who don’t. I will also teach you how to understand your customers, and how you can strategically connect with them so that both you and them benefit. After all, both parties should get something out of a relationship.