A little while ago, I read this article called the $300m button. Whilst I took some of it with a pinch of salt, it made me think and change the way I advise clients on their Internet and social media behaviour.
But I’ve now discovered that I am living it myself. I have stopped wanting to become friends with organisations online, unless they are amongst my very few special online friends.
So there is a very simple lesson for all of us involved with brands, websites and social media strategies. Stand in your own shoes and see how you behave.
I probably don’t want to be your mate. if I do, I want it to build slowly and get to know you first, before I commit long term.
Ooh, that sounds rather like building a normal relationship doesn’t it?
So, the new lesson i’m sharing everywhere is that you mustn’t expect people to create a unique user name and password to buy, comment or login to your site. keep it simple, keep it slow and let them log in with their Facebook, Twitter or Google identity and you will make far more friends and build a far more active community. When they show they want to get to know you, that’s when you think about moving the relationship up a gear.