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How can you make people care?It\u2019s easy to bandy around terms like \u201ccustomer engagement\u201d without having a solution for your business that actually works. There\u2019s no way the company twitter account or Facebook page, foisted on some poor intern who is expected to work miracles with neither guidance nor autonomy, will ever be effective. Having a clever strategy isn\u2019t the same as having one that resonates with your audience and builds your brand. You have to make connections.So what do you do? For many enterprise companies, if they are not under the control of a Steve Jobs, then they are under the control of a brand custodian, and that sort of operation can be a very hard thing to humanise. Owned by shareholders and run by committees, a lack of confidence can creep in to what a brand stands for. It risks becoming anaemic, faceless, bland.Many enterprises mess up #SocialStrategy and #CRM because they don\u2019t present a human face. How can you make people care?\u00a0At the other end of the scale, if you are more tyrant than oligarch, chances are it\u2019s your own singular vision that keeps things on track, informing the tone and style of your messaging. But if you have an off day or you get too busy with other tasks, you risk being misunderstood. And when that happens, things can go south pretty quickly.The recent \u201cAre you beach body ready?\u201d campaign by Protein World is a good example of this. The messaging \u2013 designed to be aspirational and show a body at its best \u2013 fell flat. It was badly received by commuters, who were quick to complain, resulting in the posters being pulled from the London Underground, and the Advertising Standards Authority receiving a petition with over 60,000 signatures.What happened next surprised me. Rather than slowly disappear amidst the waves of protest, Protein World took a robust approach. It used the hashtag #getagrip to fight back, saying it was \u201chere to motivate, not commiserate\u201d \u2013 and it picked up supporters. Getting stuck into the discussion paid off. Perhaps unsurprisingly given the furore, it says that sales have jumped considerably.Far better though would be for them to have got it right in the first place. It takes more than inspiration alone to get to the top. It\u2019s never easy, but the trick is to walk the line of authenticity, to remain focused on what your customers need and deliver it to them simply and effectively before you start adding bells and whistles.Part two will be published on Aug. 7\u2014subscribe here so you don\u2019t miss out."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2015","item":"https:\/\/www.the-future-of-commerce.com\/2015\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"31","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/07\/\/31\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Fit for engagement: Emotional rescue, Part 1\u2014How can you make people care?","item":"https:\/\/www.the-future-of-commerce.com\/2015\/07\/31\/social-strategy-engagement\/#breadcrumbitem"}]}]