Nothing says Happy Valentine’s Day quite like breakup holiday candy. Right? Before you get in a tizzy that I’m raining negative energy down on your favorite day, chill out. Besides New Years, Valentine’s Day is probably the one holiday known more for un-met expectations or disappointment than anything else. So the least I can do is gift you a box of helpful relationship advice.
You’ve heard it before but it bears repeating; brands that have the strongest relationships with their fans are those that put forth the most effort. But even knowing that, why is it that most brands fail miserably at trying to keep their fans interested in what they have to say long-term?
While I don’t claim to be a third generation matchmaker with a 99 percent success rate (yes, I can be coerced into watching trash reality TV too), I do happen to know a thing or two about building solid relationships by engaging in meaningful two-way conversation (my high school prom date aside).
Did Neil Sedaka have it all wrong when he penned his #1 hit, “Breaking Up Is Hard To Do”? I didn’t think so until Mark Zuckerberg came along with the easiest and most drama-free breakup tactic of all time. Brands be warned, if you fail to follow the simple dating advice below, you could find yourself on the receiving end of a dysfunctional Valentine’s breakup heart (the dreaded “unlike”).
1) Be interesting – If your fans yawn with frequency, step up your game. Peep your “talking about this” metric for a temperature check.
2) Be kind and funny – Not asking you to play stand up here, but you it wouldn’t kill ya to be a little less serious. Earnest is great, but people like a good time.
3) Don’t talk too much – Post frequency anybody? Seriously, allow time for them to get in a word or they’ll quickly pull out their phone during dinner and look for another brand to date.
4) Be a good listener – Smart brands are interested in learning more about their fans. Ask questions; throw in some nods when you agree. If it’s early in the relationship, you may not want to be quick to engage in petty arguments or debates, you don’t want to scare them away.
5) Don’t be self-congratulatory – The “me me me” shtick doesn’t get you a second date, and remember, friends always dish, so your dating pool could dry up uber quick.
6) Be polite – Hollywood may have taught us that the bad boy always gets the girl, but let’s face it, those relationships always end poorly. Don’t treat your Facebook page fans like one night stands. Make them feel special. Show them you’re committed.
7) Pick up the check every so often – Nobody likes a cheapskate. People “like” brand pages when they receive value-based offers and content.
Be punctual – Nobody likes to wait. Don’t disappoint your fans with lagging response times. Within the first 30 minutes after you post, your fans are most likely to comment, and they are sitting right in front of their screen hoping for a reply.
9) Don’t overdo the accessories – Do your wall postings try too hard? Just like wearing too much perfume or cologne, piling on extra toppings can distract. Keep it simple. Be natural. If you’re loading up with too much fragrance, it can actually make your date believe you’re covering up bad hygiene. Just sayin’.
Happy Valentine’s Day!
