In any marketing world, every CMO’s dream is to be able to talk to every potential customer 1 on 1. With Facebook and other social media, big brands were given the possibility to engage with their consumer on an individual basis. The conversation started. Brand fanatics were given a voice and brands listened. Brands got instant feedback on any of their actions.
The discussions busted the floodgates. Too many people were invited to the party. Haters joined in. Spammers as well. The conversation looked like the ones peoples have in a crowded bar at 1AM. Lots of noise. No substance. The interlocutors got too much worried about communicating their message and intentions that nobody listens anymore.
Then brands figured out that to entertain a million conversation a day was costly. They tried to automate and manage the relationships the same way you disgorge call center traffic. Stick an FAQ section on the website. Provide an automated robot answer referring to the corporate website. Make the conversation one-to-many again. Use Twitter, so you can broadcast your voice and engage conversation with only famous peoples (according to web standards – the ones with many followers). That way you can ignore the haters or the ones that are not worshipping you.
“But every relationship counts!”, would cry out any marketing director.
So act like it does. Engage in every relationship like they were your next ambassadors. Invest in the human nature. Invest time and energy addressing issues that matters not only to you but also to your customers.
You may say to yourself: “This is just basic common sense! This is the very essence of marketing.”
But we need to be reminded on a constant basis.