Business want.. need to create connections to build customer loyalty.
The consumer chooses (or connects with) a brand that will take them closer to their dream. That dream may be living within their means, it may be to improve their life, to learn, to increase their social or cultural capital.
The problem - especially with social media marketing - is that brands see connection as their goal. They measure their social media (return on investment) efforts through followers or likes etc....but to build brand loyalty through social media it is not the number of connections per se, it is how many people believe that your brand can connect them to their 'dream'....
...because it is through this belief that they will move from a consumer of your social media content...to a buyer of your product or service.
So how can you connect a customer to their dream...
- By creating social media that reflects their needs not your solutions.
- By creating social media that reflects their worries not your desires.
- By creating social media that reflects empathy to their life not empathy towards your goals
The fact is to connect someone to your brand cannot be a goal in itself...it is the outcome of putting your customer first.