What Kind of Relationships?

by Jay Deragon on 11/07/2008

In the 1970’s United Airlines ran and advertisement aimed at reflecting their business value (see below).

This advertisement was done prior to e-mail, the Internet, wireless phones, pda’s and all the other electronic tools and social stuff that have become standard in our lives. The message is as relevant today as it was 30 years ago, maybe more so. View the video below and see if the message gets your attention and makes you think.

Can social media really enhance relationships? Being connected online, using social media for attention, attraction and so forth is a means to an end. What is the end? Markets are all now talking about relationships but do they really mean a real relationship?

How do you know if you have a relationship? Is it attention, affinity, sincerity, responsiveness or is the word “relationship” just becoming another marketing term with little relevancy to its true meaning. Faking a relationship insures that it won’t last.

What say you?

{ 1 comment }

Dan November 7, 2008 at 4:11 pm

Interesting Jay. There was a commentary on NPR this morning relating social stuff to the recent campaign.

Let me roll with the euphemism a bit: The internet, like an airplane for UAL, is not where people should go to have profound relationships, rather, these tools bring us to a place – on the ground – where profound relationships are built. Likewise, the NPR commentary was about mobilizing the ground force that won the campaign.

This social stuff makes money on the ground. It is tangible on the ground. People need to get together on the ground to solve problems on the ground. The social stuff is local. Communities are local. Customers are local, Economies are local. We cannot lose track of this. The system we build to integrate social networks must be constructed from the bottom up, not the top down.

Thanks again.

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