Brands must behave like online friends

Mark Ritson reports that Facebook vice-president of global marketing solutions Carolyn Everson wants social media users to “think of brands as people” (MW 8 March).

Although this idea may stretch the imagination at first, it is not beyond belief.

We want to spend time with our human friends because they add to our social experience, they provide a meaningful interaction and a mutually beneficial friendship. If brands are to behave like people they need to give us things we can interact with and share, such as exclusive content, offers, competitions and rewards.

If brands reflect the best human qualities like loyalty and respect and manage to be huge fun to be with at the same time, they just might find a whole swathe of new best friends ready for the making.

Tom Huxtable
CMO, EngageSciences

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