If we treat social media as another place for transactional commerce ...we're missing its potential... and we're missing why people are drawn to our brands in the social environment in the first place.
People don't go to facebook to shop. Yes... for us there is a commerce motive...but we can't be too heavy handed in that pursuit.
The potential of social media is authentic interaction.
The hope of authentic interaction is relationship.
The benefit of relationship is empathy.
The power of empathy is relevance.
The promise relevance is preference.
The payoff for preference is repeated purchase.
It's kind of like sex.
You can't let your wife see your motive, better yet, have a higher motive.
