Business success has always been driven by relationships. Brands that create strong relationships with customers generate higher customer referral and retention rates.
As brands and customers have become more technology-enabled, the communications, marketing tactics, and transaction shortcuts have become less and less human. While social media does not replace the traditional handshake, it does allow for customers to interact with brands in a very familiar way. Brands that leverage social communication channels can build strong relationships with customers and create the opportunity to turn digital handshakes into hugs and selfies.