I have long argued that social media marketing is no longer about broadcast or push-media and this research reinforces my opinion that all brand interaction should be viewed as a relationship where the concerns and needs of the consumer need to be considered more so than whatever your brand is trying to sell. It made me think of being a teenager before the advent of mobile/smart phones when if you wanted to ring a potential girlfriend/boyfriend there would be far more to consider in executing the interaction successfully than just mindlessly firing off a text at 2am and waiting for a reply.
You'd have to check the time, often arranging a call in advance. Would you call if it was after 9pm? Would the parents appreciate you calling at this hour? Would they pick up the phone instead?
Once you'd got them on the phone, how would you start the conversation? I remember a lot of awkward silences, but the majority of the conversation would be about making the other person feel good, being friendly and using humour to often diffuse your own awkwardness.
I seem to remember the first few calls being incredibly nerve-wracking, but like any relationship, it improves with time, it becomes easier and the back and forth becomes almost effortless. Making plans to meet in person, go on dates and hang out together becomes simple once that relationship is established.
This is what today's consumer expects from brands on social media, old-fashioned respect, consideration and attentiveness at a local level across modern technology. There is a tendency that with new technology, we need to approach our customers differently. But the reality is that whilst there needs may change, our approach to forming relationships still heavily relies upon the three principles of personalisation, attentiveness and consistency.
You can read the full article through the link below, I'd love to hear what you think.