'Your name is at stake'

Social Media can provide real ways to connect, build relations and directly touch the lives of your customers on a day to day basis. As a company brand, this mix of marketing interaction and brand equity is called "brand friendship".

Like a real friendship, brand friendships are developed slowly, through human trust, belonging, identity and other human drivers. Good service, a quality product and the total of your business interactions build this equity over time. These customers are your brand ambassadors - they keep up to date on your company and tell all their friends how great your business is. If your thinking about a social media presence for your company and saying to yourself, "What have we got to lose?" Then take a step back and think a bit harder. Reward never comes without a risk.