Social media is indeed revolutionizing the way brands and consumers interact. Marketers should be investing in new, better ways to listen, share, co-create and otherwise communicate with consumers. But the end goal cannot be to amass Likes, as if they are votes of brand equity, because they are not.
In fact, we don’t know any good brand manager who wants everyone to “like” his or her brand. They should want a growing group to love their brand, even if that means another group doesn’t.
Do you agree with that? Find more here.