Lee Odden just shared an eBook today talking about social media predictions and he has a great point about brands connecting with their audience on a one-on-one level
Do brands actually need to connect on a one to one level in a real, lasting and meaningful way to be successful? As a consumer, the idea of a real, lasting and meaningful connection with a box of soap kind of scares me.
I'm a little sick and tired of seeing/hearing things like"Your brand should be connecting with it's audience"...Think about it - how many consumers do companies like Warner or UniLever have? Even if only 0.1% of their customers/audience use social media - that's going to cost them a bomb in resources to even try to engage fully/regularly. It's utterly unrealistic!
Further - I honestly doubt people expect (or want?) to interact with Brands in that manner. Do you really want to sit there talking to Vanish, Mars, Ford or Argos?What are you expecting to talk about?