|Photo by Stefan Gara on Flickr|
For brands we're stuck on, the social media world is their oyster--social media presents an opportunity for them to tap into the wells of existing consumer passion and spread the love around. If you ask passionate consumers for their help, they will give it and become even more engaged as a result.
For brands we're stuck with, social media is a troubling and inhospitable environment. If you hold your consumers captive, you can hardly expect them to be that friendly. Social media gives them an opportunity to vent. The marketing activities of brands we're stuck with should be more about pacification—making sure that the prisoners don’t get so restless that they try and escape. Or wall-building—further strengthening the contracts, switching costs or incentives that keep them under lock and key.
Reference: Post inspired by reading some of the work on branded relationships by Susan Fournier from Boston University