If we insist that the
holy grail of social marketing is to create meaningful relationships, why is it
we insist on reducing these relationships to the most tawdry and meaningless
metrics? We used to call Likes, "Hand-Raisers." These were the folks who said,
"Sure, communicate with me." But we never concluded they were advocates and
never assumed them to have brand affinity. They were just interested parties.
They were leads.
So going back to my original
metaphor, a Like or a ReTweet is simply someone saying, "Buy me a drink, sailor?"
It's not a relationship. It's a hookup.
...the real relationship and engagement happens after the Like.
The reason I belabor this is
because too often we forget that the real relationship and engagement happens after
the Like. It's the dance of finding out stuff about each other. It's the long
conversations and special surprises and unforgettable times together. It's knowing
the other party cares about who I am and what I feel. It's a feeling of safety and
trust. The Like is just the tip of that iceberg.
When your strategy is to "get Likes,"
without thinking what to do with those Likes after you get them, you're essentially building a
little black book of folks who you can hit up later for some hot sales. And just like with dating,
you're going to get rejected more often than not. Most people have more self-respect than that.
They're looking for brand love. While most brands just want to...
...well, you get the picture.
In all seriousness, though, if you're
initiating a social program you need to think about the entire process, not just the Likes.
Likes are meaningless without the hard work of relationship building, and until we understand
this and embrace it, we're going to continue to be disappointed in our social life. And there's
nothing sadder than love lost.
Campfire is revamping Harley-Davidson's US Facebook presence to give an exciting
online destination to one of the oldest "social" networks on the road, Harley-Davidson
owners. This week we launched our first program, the Harley-Davidson® Rideline.
It's a Facebook App with the signature look and feel of riding a Harley-Davidson bike,
that acts as a personalized timeline and shows how millions of Harley-Davidson owners'
lives are intertwined with the iconic motorcycle company's past, present and future.
View The Harley-Davidson Rideline »
Mike Monello, Campfire's ECD, just wrapped up a presentation at
Digital Storytelling X.1 in Toronto on June 20.
Here are his next speaking engagements:
More events are TBA. If you'll be attending or are in the neighborhood, let us know and we'd love to meet up.