Brand Social Media Engagement: Do We Need a Relationship Counselor?

Maybe it is just me, but I feel like over the last six to eight months the engagement and the tone of many brands on twitter and facebook has shifted to a very formal feel, and the "one on one" engagement I had become accustom to has dried up. Gone are the days of friendly banter and personal engagement. Several of my favourite long time brands seem to rarely respond, joke, or engage any more. I know I am not the only one to have noticed this. It is like some CEO or Marketing Exec has said no more fun, it is not professional. 

For me this engagement is what makes me love a brand. It gives a brand a personality. I think who ever is in charge there really understands my need to connect with and respect the brands I invest my hard earned dollars in. It makes them approachable, and sets the tone for our relationship. Believe me when I say it is a relationship, I have been dealing with some brands longer than my 21 year marriage, and have invested a small fortune in them. Do we need a relationship counselor? Don't get me wrong I am in no way encouraging unprofessional, or inappropriate twitter exchanges, and I expect excellent quality, customer service, and issue resolution, but when a brand jokes, and engages sharing trivia or pictures, or has a really fun contest, it is the equivalent to someone saying hello and remembering my name at a store. If makes me feel special, and important. It makes me want to come back. It builds loyalty and a rapport ... a relationship.

If you have nothing other then promotion, marketing, and sales pitches for me then this is a one way conversation and not a relationship that interests me. Lets save time and leave that for TV or radio advertising, or send it to me in a newsletter. All of these are one way communication tools. If your response is you need to be on social media, then you also need to understand that social media is a two way conversation. I have watched a fun comment by a brand snowball into group participation and a collective "LOL", which my friend is meaningful interaction and engagement. Every person who reads or participated in that exchange will remember it, and for me if I haven't tried that brand there is a good chance I will. It definitely makes me want to share my positive experience with my friends and family, and as many of you know I am very good at sharing. You see they too want to feel special and like they are more than just a sale. 

So brands don't reduce your interaction! Double it and engage in a meaningful way. In other words: 

Talk to Me! 

Now might be a good time to reread my post: 

I Told Two Friends and They Told Two Friends, and So On...

Yep, just me Cathy thinking out loud about brands and engagement.