Social media and the development of relationships
Just as relationships take time to build, how you manage and end them is equally important. In traditional media, using a third party to build and manage your online ad programs is common. So to is running a campaign for a limited time period and then abruptly ending it.
On the social web, it’s different. Yes, you can use third-party providers. But at the same time, it’s essential that you stay involved: you are building relationships that will be associated with your brand long after your campaign has ended. Think about the campaign itself and about the end of the campaign: If their community simply “closes down”: If there is a defined end-point, tell participants upfront. If their community simply “closes down” without warning, they are likely to experience this as betrayal and will then talk about it as such.
Don’t write a cheque and walk away: get involved and stay involved. Think through the entire life cycle of your social media programs.