No doubted social media has bridged the gap between brands and customers, but how to use this bridge to establish relationship with the consumers remains a challenge for managers. In an article "Brand Building: Connecting With Consumers Through Social Media", Jose Costa (President of MAACO, previously VP of marketing, R&D and Supply Chain at Burger King) talks about his screening factors for all social media communications. He argues that all social media communications should be authentic, remain relevant, be persistent and be consistent.
- Listen - Hear the consumers dialogue; what they have to say about their needs
- Converse - Develop a two way dialogue. Converse with; about what they need and provide it to them
- Develop - Develop content that resonates with consumers on emotional level