Your Customers Don’t Want To Be Your Friend

CONVINCE & CONVERT — If you’re Apple, Nike, or anything made with bacon, stop reading now. If not, read on and recognize that your customers are probably not desperately trying to connect with your brand in social media. As marketers, we’re trained to “see” brands and how they compete for our attention. Like a gold digger with a nose for AMEX, we’re disproportionately aware of opportunities and circumstances that could be used to create a communications advantage. Your customers are not. They aren’t marketers, and typically they don’t spend time thinking about how they can advocate on behalf of your company...