The power of presence

Have you ever met an old friend, one you haven’t seen for a while, had a little chat, exchanged your new contact details and promised to meet up and catch up on all the latest? Have you also happily forgotten about it all for weeks until you remember that you actually met by accident and promised to catch up? Why didn’t you catch up? You did call your other, newer friends when you said you should, right?

It’s the power of presence, or in this case, the absence of it. The old friend you meet is simply not present in your mind often enough for you to remember that catch up-meeting. While your new friends are present all the time and you sure do remember to call them if you say you shall. They are top of mind.

If in the old golden era of advertising, top of mind meant advertising enough to be remembered when choosing between brands in the aisle of the supermarket, now it also means to be present in social media. Replying to questions, helping out, sorting out complaints and create a positive experience for both current and potential customers. Then your brand might be top of mind during that moment of truth in the aisle in the supermarket. Then you might even become the preferred choice.

That is the power of presence.

Kristofer Mencák has a M.Sc. in Business Administration from Stockholm School of Economics. He is a consultant, author and lecturer on social media, viral marketing and word of mouth. He has also recently been travelling the world teaching the dance kizomba.

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