The success of web 2.0 has pushed companies and those who do social media marketers to create real communities with their customers and users and to undertake honest relationships, showing themselves able to respond to requests and accept criticism in which they must react constructively.

The success of a company directly depends on the quantity and quality of relationships it manages to establish with its audience, because the relationships conceal the real perceived value of the brand and its popularity. Thanks to social media, companies can transmit content to a community that will feel adherence to the brand and corporate values. So they have to adopt a strategy that uses social media as a megaphone to communicate the message, to talk to users and offer a one-of-a-kind customer service and attention. Just think that a well-managed Facebook Fanpage turns into a space where you can entertain users, build valuable relationships that generate an echo around the brand that will allow you to promote products or services and increase the popularity of the brand.

Feelings towards a brand, which can range from admiration to hatred or flattery to indifference, depend on the experience that the person has had with the brand and on the effectiveness of communication on social networks for the purpose of engagement. So it is very important to convince users to become fans or followers and then cultivate a relationship with them that builds them highly loyal to the point of pushing them to expose themselves publicly in favor of the company in the face of criticism from other users. This is the best vehicle for word of mouth and popularity growth.

Companies must build communities because, as Albert M. Muniz and Thomas O'Guinn wrote in an article published in 2001 in the Journal of Consumer Research, the brand community is "a specialized community, disconnected from a specific territorial context, based on a structured set of social relations between directors of a brand that:

  • unites people with a common interest-passion;

  • favors virtual relationships between users;

  • it promotes the active participation of the various members.

So the community tool increases the brand value, improves the offer and earns a certain reputation. Furthermore, being built around the consumer's passions, it transforms the consumer into a “consumAttore”. From this we deduce that the future of marketing lies in the constant search for a dialogue with people and not numbers.

Romina Giovannoli

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The article THE BRAND'S RELATIONSHIP WITH CUSTOMERS (by Romina Giovannoli) comes from .

This is a machine translation of a post published on Scenari Economici at the URL on Fri, 05 Mar 2021 16:44:04 +0000.