How We Think

it’s all about active connections

Sparking those emotional connections is what it's all about — whether sharing life’s little details in 140 characters, connecting with friends on Facebook, or sharing a video online. The same is true of the relationships customers have with brands and companies -- whether B2B or B2C.

Customers want to feel an active connection to the brand behind that product. Is it honest and open? How well does it listen and respond to what I have to say? Do I like this company?

Making that connection starts by knowing how to strike up the right conversation. Mastering PR in the social media age is like entering a global cocktail party. You need to know who's talking in the room, what they care about and why. And then strategically (but ever so humbly) jump in with a helpful, appropriate contribution. Demonstrating that you truly "get" your customers and are responsive to them can help you make connections that inspire brand loyalty and engagement.

Here are some key values to live by while engaged in the conversation:

Accessibility

To connect with customers, you need to show them how much you really want to talk to them. Extend your brand beyond traditional channels, bringing selected employees out from behind the corporate curtain and getting them ready to engage.

Accountability

Customers count on brands to deliver on their promises. Break that unwritten contract and the road back to regained trust is a long one. If something goes wrong, take ownership, admit your mistakes, and fix the problem. Maintaining the feedback loop keeps customers moving with you and investing in your success.

Authenticity

Mostly, just remember to be yourself. Consumers can spot phonies a mile away, so being real matters most. Give straight answers in a timely way...and don't forget to keep your sense of humor. Show them you're a company made up of real, likeable people.

How do we help you create active connections? Learn about our ACT Methodology.