Many lightweight interactions over time

Here is a great talk on building relationships in Facebook. 

As you know, when you meet someone new it usually takes many small interactions to develop a relationship. Same thing goes for brands. So it makes sense that Facebook is most effective when brands make many lightweight interactions over time.

‘Heavyweight’, immersive interactive apps play an important role but because we are asking people to spend a lot more time with us it’s far more effective once you’ve built a relationship from many small interactions over time.Many brands launch with heavyweight apps, when they would get a lot more traction if they spent the time to develop relationships first. It’s like throwing a big party. It’s going to be a much bigger event if you invite people you’ve built relationships with, rather than strangers. 

Just one app does not make an effective social media strategy. We need to think about building relationships through many small interactions, over time, as well as the big hitters.

View the video: http://www.thinkoutsidein.com/blog/2012/07/newcreativecanvas

Em