Like any interpersonal relationship, the consumer-brand relationship has a distinct and fascinating life cycle. The relationship begins with the initial “spark”—the decision by the consumer to become a SUBSCRIBER, FAN, or FOLLOWER—followed by a blissful honeymoon period in which the consumer gets to know the company better through communications and social interactions.
As the relationship progresses, the frequency and quality of interactions shapes the consumer’s desire to take the relationship to the next level—which may be a purchase, a recommendation, or even brand advocacy. Consumers want to know that companies are committed to the relationship—and that they care. Companies express their commitment to the relationship through engaging communications, delivered at appropriate intervals. But marketers must realize that the definitions of “engaging” and “appropriate” vary by channel. Communication practices that convey warmth and respect for the consumer through one channel can just as easily convey indifference—or desperation—through another.
If the company fails any of these relationship tests, a “social break-up”—i.e., an “unsubscribe,” “unfan,” “unlike,” or “unfollow”—is all but inevitable. When the consumer is no longer happy in the relationship, they will actively break off contact with the company...or just ignore their communications in the hopes the company will get the message that it’s over.
To get a complete picture of the consumer-brand relationship, we need to explore the relationship from beginning to end - from the initial spark and the honeymoon period through "The Social Break-Up." Download the newest Subscribers, Fans, and Followers report “The Social Break-Up” to get the whole love story.
As the relationship progresses, the frequency and quality of interactions shapes the consumer’s desire to take the relationship to the next level—which may be a purchase, a recommendation, or even brand advocacy. Consumers want to know that companies are committed to the relationship—and that they care. Companies express their commitment to the relationship through engaging communications, delivered at appropriate intervals. But marketers must realize that the definitions of “engaging” and “appropriate” vary by channel. Communication practices that convey warmth and respect for the consumer through one channel can just as easily convey indifference—or desperation—through another.If the company fails any of these relationship tests, a “social break-up”—i.e., an “unsubscribe,” “unfan,” “unlike,” or “unfollow”—is all but inevitable. When the consumer is no longer happy in the relationship, they will actively break off contact with the company...or just ignore their communications in the hopes the company will get the message that it’s over.
To get a complete picture of the consumer-brand relationship, we need to explore the relationship from beginning to end - from the initial spark and the honeymoon period through "The Social Break-Up." Download the newest Subscribers, Fans, and Followers report “The Social Break-Up” to get the whole love story.
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