The challenge is though, of course, that there’s no way to measure an authentic relationship due to the semantics of the word; in the case of facebook, “fan.”

It would be more accurate of course if we had two options — either you’re a real “fan” or just a “groupie” looking for perks.

But instead, “groupies” are “fans,” and the perception is that, regardless of the incentives, people love ‘em.

Once when I was in Germany I heard the authors of “Corporate Religion” speak and was really impressed: http://www.amazon.com/Corporate-Religion-Building-Company-Personality/dp/0273643800

I think what they’re saying, and you too, is that switching over to a model where you’re focused on building an identity to which your customers can identify and promote, because it’s “for real,” can be, depending on the brand, a more valuable long-term goal than trying to get “numbers up.”

Harley Davidson, John Deere, Hard Rock Cafe … people wear the gear because it says something about them, not because “they get a discount.” That’s powerful.

The quality of the relationships a company has with its customers is going to have more long-term value than the number of them they have that like moths are attracted to a flame of discounts and incentives.

I hope the article you mentioned doesn’t make some companies fill their Twitter feeds with nothing but marketing promos as I think that will really negatively affect their following. Plus, social media allows brands to connect with consumers. If the feed is nothing but promos, where is the real personal connection?