We have relationships with people and experiences with brands. Once you understand this a light bulb should come on followed by all the lights in the house. You can’t call up a business and tell it you’re having a bad day. You can’t go hang out with it at the Natural History Museum on the weekend. You can’t take a business to Olvera Street for some taquitos. It’s a nebulous entity that only exists as an aftertaste in our minds and as a legal entity on paper. It’s people you have a relationship with.
Stop trying to “build a relationship” with your community for your brand. It’s never going to happen. NEVER.. It can’t. It is literally impossible, and we don’t want it anyways. Instead start trying to build better experiences for your community. That’s what people talk about. That’s what engagement, content, clicks, entertainment, etc. are. Experiences.
Stop chasing something that doesn’t exist and start building experiences your community will talk about, remember, and enjoy. THAT is how you win the hearts, minds, and social shares of the people.