I’ve always been enamored with the power of brands to make meaningful connections with consumers. But the methods of connecting have constantly shifted, from face to face, to direct mail and phone calls, then via the Internet.
As social media came into the picture, I couldn’t help but notice that what should be closing the gap between company and consumer was only fueling the distance between them.
By the early 2010’s I wondered if companies and brands would altogether lose the close personal connections with consumers they’d once held so dearly.
In September of 2014, I hosted a meeting with a group of social media thought leaders to discuss the problem. Looking at potential implications of doing nothing, we instead made the radical decision to start a consulting company. Our mission was to help organizations get on the right path to creating meaningful connections with their customers on social media.
In January of 2015, we launched SocialPath Solutions and began our first few consulting assignments. We evaluated businesses, social properties, traffic patterns, goals, and objectives in what we called the #Path2Social.
As we began to wrap up these assignments and present the results to our clients, we were met with wide eyes and crossed arms. “This is all great stuff, but there is no way my organization is equipped to deliver that kind of experience via social media. We don’t have the staff and wouldn’t even know where to find it.”