Erika Napoletano argues it is crucial for companies to reach out to customers who are talking about them.
Whether you’re someone who’s the subject of criticism, a person who thinks the internet makes them unaccountable for their actions, or a brand fortunate enough to have earned a loyal fan, maybe it’s time to think about your audience.
Their reach. Their influence. Their willingness to act.
Does reaching me matter, though? Or is your relationship to me and my relations to other people more important?
Reaching me is a fancy way of saying you are mass marketing me.
I am a person, a name, an individual; and not a number. Don’t treat me as a number in your direct mail database and quit viewing me as a fan or follower of yours. Engage with me instead, socially network and relate with me. Comment on my blog, tweet me, invite me to something you know I will want to attend and not something you hope I might like.
The time has come to segue from reach to relationships.
Are you with me?