A viewer and a brand have a relationship. Yes, there are conversion factors and impression counts. But that's boring and stuffy. What about that alluring first glance, that swoon of emotional destiny, and the pain of breaking up?
It's not just for lovers. Brands and viewers have always been said to have a relationship, and it's not just figurative.
Facebook is the current king of social networking, and despite some faltering steps doesn't appear to be going away anytime soon. It has many lessons to learn from its predecessor, MySpace. But so do its competitors.
If you have a Facebook account, you've seen it in your feed at least once before... "If I can get one million likes then something cool will happen!" My wife will agree for us to get a dog. Or a bunny. Name the baby after a pop culture reference. Or "If I get one million likes I'll do this or that."
This Facebook trend is annoying and irrational, but the better question is how it came to be in the first place, and why. Is there some magic threshold number of Likes that we believe bestows legitimacy? This sounds trivial for bunnies, but makes a big difference for businesses. Do Likes really translate into fame or mass approval? Or is the million Likes just an absurd extrapolation of our innermost desire to be the center of attention?
Now there are a number of things I hope to see in the future, if not in use by this year at least with concrete effort in development. Some of these things already popped up at Las Vegas, others, well, let's just keep our fingers crossed.