People don’t like to throw away relationships that they have worked to nurture.
A simple trick for making connections is that you should, at some point, ask the other person for a favor if you want them to really care about you. A person who takes the time and energy to do something for another person is learning to genuinely care for that person — whether or not this is the desired side effect.
In other words, people try to not forget relationships that they’ve gone out of the way to develop, and they don’t want to abandon people who they’ve learned to care about. As a result, if you want someone to care about you, ask for a favor. In this case, ask for a “like”.
When users “like” your business page or share your company’s content, they are — in a very fundamental way — doing your brand a favor. The customer may not spend a single thought on the mental consequences of this behavior, and it may not seem like a big deal to him or her. But the psychological effect is critical and real, and the research suggests the same.
This social media-based relationship between a brand and a customer isn’t as strong as the connection between two real people, but it is much stronger than the relationship a customer forms with a brand through TV, print or Web ads. By allowing the customer to reach out to the brand first, the brand builds a much stronger and longer-lasting connection with the customer.