Social Media Love Theory by BuzzandtheCity

 

 

Last night in a beautiful sunday dusk, I shared a few martinis with a good friend of mine who was telling me how much in love he was with this girl.

The thing with people in love : they feel the need to justify and explain in details how much love they feel and why.This is just magic – even just to watch it happen.

And then as if he was a life-long researcher in medicine who just discovered a revolutionary cure, he started drawing on a napkin his newfound theory about love.

“This is two circles, he said while drawing. The one on the left is her, and this is me. These 2 circles represent our worlds. Then at the center, love is where our worlds meet.

This shared part is my world with her, and this one is her world with me. But most important is the part of our new world that has nothing to do with our current worlds and which is what we create and build together.”

Honestly I find this definition of love brilliant – romantic and analytic. The fact that my friend managed to define love between two people by using 3 circles wowed me.

Then here I am thinking about this love theory applied to brands interaction with consumers - yes, I’m a bit obsessed with work lately.

And I found this is exactly the mirror of what social media can do entertwined with a brand :

The ideal relationship between a brand and its consumers is a loving one. We must get rid of old school marketing archaism, where the engagement with the customer is a post-engagement, and move to an “inclusive marketing” in which there is a conversation rather than a monologue (full article from Customer Collective here )

I believe social media is the best way to re-create these love circles. To paraphrase my friend :

On one side, there is the users world. On the other side, the brand world. Then through social media (love) two worlds meet to share a part together in each other’s world. But moreover, social media will provide a whole new space belonging exclusively to both of them and thus creating the new “inclusive” experience.

My best wishes to my friend and his sweetheart xx

For more on Social Media, visit ZeroDegrees and SocialMediaToday