Here’s a stunning revelation that will come as a shock to some marketers, but especially to self-declared social media experts :
Just because I bought your product DOES NOT MEAN i’m part of your community.
*I* (Joe Consumer) get to decide if I’m part of you community. If you assume that our business transaction implicitly means I want to have more dealings with you – you may be in for a shock.
I can hear you now: “…. but Cluetrain says that markets are conversations!”. There’s a lot of truth to that, but here’s the tough part – the consumer decides when that conversation ends.
You may think otherwise, and as a “Social Media Expert” you’ve convinced your client that you can control this, but it’s not up to you.
Any attempt on your part to continue after it’s over makes you look like the ex-boyfriend who can’t accept that it’s over. You keep pestering and phoning and hanging up and stuff. You know what that means? You’ve just obliterated your chance of having a quickie for old time’s sake somewhere down the road – you lose it all.
Why not just appreciate the transaction, and make sure that the exchange of goods/services speaks for you after the transaction ends. That could end up doing a lot more for you..