Consider TJMaxx’s fast response to a fan question on their Facebook fan page. The response is significant because it demonstrates that the brand’s behavior inside the fan page is associated with the brand. In this case, good customer service on the fan page is associated with the brand’s good customer service in the store. What of brands that allow their pages to go without moderation? What message does this send to fans asking questions?

A brand’s personality now has an opportunity to be articulated by a real, human voice. We can now, through our behaviors, live the values of the brand. And in so doing, we deepen the relationship between brand and consumer.

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