Emotional Investment . . . Emotional Capital

Upon sending our daughter off to her first school homecoming dance with a boy we hardly know, I realized the emotional investment it took to prepare her and us for this giant leap and to making sure she was safe and in good hands. Of course, my husband made sure to grip the boy’s hand, make eye contact with him, pull him in a little and say “Make sure my daughter gets home safe, son.” All the while, my husband was grinning a little evil grin to remind the babbling boy that he knew where to find him should anything happen to her.

Emotional investment . . . emotional capital. In the age of social media becoming one of the greatest influences on how we do business and how we market business, we need to pay attention to the things we do to invest emotionally in making our business a success so that the emotional capital that is gained is positive. Since social media has come into play, it’s more important than ever to realize the immediacy of what we do to invest in connecting with the customer.

First coined by Coca-Cola president Steven J. Heyer, “emotional capital” is the value of the feelings and perceptions held by the customer towards your business.  I can think of nothing that will influence that value more in today’s business than social media. Our investment in connecting with our audience through the social arms of Facebook, Twitter, LinkedIn, or blogging through Reddit, Tumblr, Blogger, or sharing media through Instagram, Youtube, or Flickr will say everything about how our business values knowing our customers and what they want.

In “The Key to Social Media Success Within Organizations” Huy and Shipilov explain the study they did to see what resonated with organizations internally that builds emotional capital. They found that there are four components that make the difference to the internal customer:

  • Authenticity
  • Pride
  • Attachment
  • Fun

What if we marketed our business the same way to our external customer and used social media to do it? What would that look like?

1. We would create connection with the customer through our blogging or posts that reveal the authenticity of who we are as a business and what we really want them to know and to feel as a customer.

2. We would show our pride in the quality of what we produce as a business by displaying it through our social networks and how we interact with and treat the customer in going above and beyond their expectations.

3. We would connect with the customer on a more personal level to show that we as a business are committed to attachment with them for the longer term.

4. We would show the fun side of the company through Youtube or Facebook and how we as a company are just people too through celebrations and achievements we have made along the way.

Emotional capital can be a positive or negative value. If we are to make it positive, we need to invest in social media to make it happen. The customer is watching to see if you are committed to connecting with them. If you don’t show up on the social media scene, that will be their answer.

Let us help you make that connection. www.kromamarketing.com

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4 thoughts on “Emotional Investment . . . Emotional Capital

  1. October 30, 2012

    This is a great article. Also, I wish that I worked for an organization like yours. I am trying to leave a law firm featuring repeated abuse, 2, 3, or 4-hour weekly case list meetings, where the boss talks cases to death and attacks people, and the like. The boss is angry and enraged all the time, because he is going broke, and he needs scapegoats. His main problem is that he has alienated, abused, mistreated, and driven off countless people ranging from employees to experts to potential clients. Working there is no fun. Recently, the boss announced that on weekdays, 8:30 AM to 5:30 PM, he owns his employees. I have nicknamed this place “The Plantation.”

    Thanx a lot for posting this.

    Howard Lederman

    • Howard, sorry for the late reply. Wow, this sounds like a doozy of a place to work! It’s now March so I don’t know if you’ve been able to find other work but I encourage you to take a leap and make your life what you want it to be–certainly not working for a tyrant! Did you see the movie “Horrible Bosses”? He sounds like a candidate for one of the characters! All the best!

      BRose

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