Social Media is at its core a mirror, it gives us a great chance to see ourselves as we are. It's a proving ground for character; the individual shows his integrity, humility, self-concept, and compassion on his posts, tweets, updates, and checkins. But so do companies. Whether they realize it or not, consumers expect companies to be good people. The consumer/producer relationship must move from a series of transactions to a web of relationships and experiences—within that space brands become meaningful statements of self and build profitable brand advocates.
Companies too often focus on dollars as the drivers of business, but customers open their wallets only to companies to whom their also open their hearts. As companies discover new ways to push products to their markets, they may become tempted to, as Jeff Berrezny describes, become used car salesmen. Brands that post BOGO deals, "Like This Page Now," and similar pleas for business to their social media sites repel customers because they betray our trust—ignoring a brand's potential for long lasting impact for the sake of a quick sale is a short-minded strategy. Powerful brands are built upon the backs of solid ethics. We like to do business with good people, and any brand can position itself as a good person but simply being ethical and intentional. Don't be a product peddler, be a relationship visionary.
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