If & When Sparks Fly (The Good Sort of Sparks)

It takes two to make that spark.

With a mission as an organization, brands utilize new social media and set out to court their target audiences. They begin with an idea. They strategize.  They communicate. In a perfect world, their idea makes an impact and creates that spark they want. Ideally, the audience falls madly in love with them that they have to act on their feelings. Occasionally, there would be public display of affection (PDA) through Mentions, Likes, Retweets, Shares, Re-blogs, etc.

Yes, it’s a love affair.

It takes two to make a spark last.

It’s no secret that keeping a relationship alive has become a challenge, and I’m not just talking about romantic relationships. Not only do organizations have to compete with other organizations for the attention of their audiences, they also have to raise the bar for their own selves from time to time .

Let’s say you’ve successfully reached your audience. The spark is already there but how do you keep it alive? This challenge confronting organizations are compelling them to constantly reevaluate their strategies. It’s just natural for organizations to care for their relationship, and speaking as a consumer, we expect them to do so. We consumers are spoiled brats like that.

Organizations should make sure their presence still excites their audience in the same way that their audiences’ responses enliven them. Some organizations may be consistent with their communication tactics, constantly providing customers information and updates through new social media while others ought to surprise their audiences once in a while. You don’t have to go to extremes to make the spark last. Or do you? How do you think should organizations keep that spark alive? :p


5 thoughts on “If & When Sparks Fly (The Good Sort of Sparks)

  1. Just one thing. Maintain good service to your consumers.

    I cannot stress the importance of giving good service to your customers enough. Word of mouth is one of the most powerful promotions every company can get and the only way to do that is to make people happy through sheer hard work.

    Like in any romantic relationship an organization should:

    Dedicate its existence to making their consumers happy.
    Listen to its consumers.
    Be “open” enough to consumers.
    Maintain good communication with consumers.
    Be aware of its consumer’s needs.
    Satisfy the needs and expectations of customers.

    • Any marketing plan or PR campaign, no matter its brilliance, will just go to waste if the product or service itself is rubbish. Executing a good marketing campaign, despite having a poor product or service may catch the attention of the consumers, but sooner or later they will just be disappointed by the product. It’s just like putting so much effort into a relationship that won’t last anyway.

  2. I love it when people relate things to love. Haha! What you said is all true. I do just wonder why love cannot be shared. Why do we always have to compete with others for another’s love? And why should there always be jealousy involved?

    I supposed it cannot be helped. Also, these are also why when it comes to these kinds of relationships (maintaining the sparks, etc.) there must always be strategy involved. Or at least, the person should feel some sort of effort coming from you. If there is none, well, the spark dies a horrible, silent, death.

  3. What will I do to keep the spark? Hmmmm…

    I will turn myself into a Pandora’s Box!

    People generally loves surprises, although, of course we have the conservative population who resists change but still, surprises (good surprises, so to speak) keep people interested. That, for me, should always be in the mind of the organization. Keeping your stakeholders interested is the way to keep them wanting for more. If there is demand, then business shall go on!

  4. Hello again, Khits! With this, I remembered one of my posts about love and Web 2.0. In that specific entry, I used love in the context of collaboration. As organizations bring down their walls and open product development to the public, they are putting a shared, serving and selfless love into practice.

    On the other hand, the spark you are talking about here is the relationship brands establish with the consumers. I have to say Khits, that igniting this spark is a challenge in itself therefore, sustaining it is a more taxing responsibility. First, the spark between organizations and the audience needs to be rooted in a genuine concern for one another. Organizations must do their best to give the consumers the same quality products and services they deserve while consumers do their part by pledging loyalty to their brands. Second, the key to maintaining the spark, I believe, is consistency, transparency, and accountability of the brands to the publics.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s