When using social media, customers experience brands through dialogue and relationships. A savvy marketer’s first step in extending his or her brand into a social space is to think about what it would be like to experience that brand as a relationship—what are its dynamics? Why would your customer want to “make friends” with you in social? How are you relating to fans? Even more important, what will they say about you to other customers? This is incredibly important, because it doesn’t just define the content that the brand pushes out. It also serves as a model that helps guide and define how fans relate to each other on the page.
Taking this idea a step further, ask yourself this question: If your social media presence was a party, what kind of party would best allow that relationship dynamic to flourish?
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