The year is 1950 and John Q. Social just walked into Nails & Things Hardware Store. The shopkeeper and associates all greet Mr. Social by name and inquire about his family and work. The staff makes sure John finds what he is looking for and that the products are appropriate to meet his needs. Anytime John ever had an issue with material he purchased at the store, he was sure to bring it to the staff’s attention and they always remedied the situation right away; thereby keeping Mr. Social a satisfied customer. They also insured that John remained a loyal customer. John always felt like he was a friend of the store’s staff and not simply another customer. John could not even imagine shopping anywhere else for his nails and things. Advertising was even simpler back then and was mostly limited to the bigger companies.
Things were smaller and less complicated back then. Brand loyalty existed because people felt attached to and comfortable with the companies they came in contact. Now with franchises, chain stores, and huge conglomerates people will shun a brand like a pariah at the first sign of dissatisfaction. Customers are no longer people, they are dollar signs. They are beings meant to be turned into helpless drones to serve their masters – the makers of the products they need. If you go into a neighborhood store in 2010, it is much less likely that anyone working there will know who you are or that they will give you personal attention. If you have an issue with a purchased product, hopefully there is a competent customer service department available, otherwise who knows what hoops you will have to jump through to remain a happy customer. Advertising is much more in your face and geared to evoke feelings of desire, but not necessarily any kind of kinship.
Then one day, a few years ago, some geeks created a way for John Q. Social to become loyal to the businesses he frequented again. They invented Social Media. I am quite certain that angels of some sort sang when this happened. Why would angels sing, do you ask? Well, social media helps turn back the clock to a time when people cared more about one another and were able to interact and evoke feelings of friendship and belonging to one another. Basically, Social Media made the world a much smaller and less fractured place. Mr. Social can have friends all over the world. He can befriend his favorite charities, celebrities, and even brands. As a customer he can now feel like more of a friend to the brands he enjoys. This is of course assuming that the brand is properly using Social Media to engage and not just using it as a boring, mindless stream of self-promotion. The uses and potential for Social Media are almost endless, especially when the focus is more on the “social” and less on the “media”.
John now has contacts to turn to when he has questions or issues with a product. John does not have to call a customer service number and sit on hold and try to get help from someone who knows nothing about him. John gets to know the companies he likes through platforms such as: Twitter, Facebook, and YouTube. Companies get to know him as well and treat him as a friend and person of more intrinsic value. John can even interact and share with other people who have the same interests. Mr. Social can get a piece of the friendliness businesses possessed in the past and have good reasons for sticking with the brands he likes. Social Media is just retro like that.
Please share your interactions with brands on Social Media and how it may have changed the way you feel about a company.


















As we all know Twitter crashed for several hours today. And as a certified Twitter-holic I remembered a lot of everyday stuff that was supposed to be done! Then I had this beautifully insane talk via Skype with my buddy 












