How often do you shake a hand?
Here’s my guess: Not as often as you used to. …Am I close?
The Internet makes it easy to get more comfortable with virtual relationships and less comfortable with the real stuff. More and more often we build marketing plans around Google rankings and tweet schedules and don’t leave room for a face-to-face conversation.
Generally speaking, brands don’t do social media very well. Having been the “voice” of multiple brands in my career, I understand why this is. Social media platforms make it incredibly easy for customers to share their feelings – positive and negative – with both the brand and their entire social network.
When an experience is negative, it can be intimidating for a brand to try to “fight fires” publically. And when an experience is positive, it’s easy to get in a habit of accepting the compliment without thanking the customer who gave it. And, of course, you have brands that feel like they “should” be on social media, but aren’t prepared to dedicate the time and energy to keep it up.
Whether it’s intimidation or laziness that causes brands to neglect social media, in today’s world, it’s unacceptable.
In today’s world, when we decide we want something, we want it immediately. Not tomorrow and not next week. Now. Yesterday. ASAP.
Patience, like maturity, is something we’re supposed to gain as we get older. But instead, the rise of every kind of technology has made patience largely obsolete. We can find answers to questions, get directions, take and share photos, make plans with friends, and learn the latest news updates in seconds flat. If we have to wait for something, what’s the point?
The point is that in order to be good, some things have to take time. In fact, the best things need to be fostered and fermented. Take, for example, wine and relationships.
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