Some questions or revelations about social media come out of how you personally relate to businesses and companies.  As I was driving in a small Columbus, Ohio suburb passed several resale shops, I thought to myself about a local shop that I have a relationship with.  I have bought items there and even sold items there.  Several times, the owner has encouraged me to send them pictures of the furniture in our house or to join their Facebook group to share.  Still, I have yet to make the effort.  It doesn’t mean I don’t like the shop or wouldn’t recommend them to someone.  I have just not found any personal reason or benefit to build an online relationship with this business at this time.

I then thought to myself that while I have not friended or liked this business, if they sent me a friend or fan request, I would probably approve it.  Should I expect this business to be proactive?  No, but it might be beneficial to them.

• Let’s suppose the company takes the time to invite new customers to like them on Facebook;
• The new customer, having had a hopefully positive experience, may be more likely to accept the request and potentially build on the relationship.
• The customer may find out more about the business that would increase their patronage, or they may share information about the business with other friends.
• This step happens far more quickly than relying on the customer to take the initiative to search and “like” the business on their own.

Sure, this is an ok idea for a small business, but how would you feel about a large corporation doing this?  Would it annoy you if Apple immediately asked you to like them after you bought your iPad? Or if Travelocity wants you to like their travel gnome after you book that flight to Vegas?

What about Government?  Would it creep you out if a state park asked you to like them after you stayed over night at a park lodge?  What about after you renewed your plates at the BMV (you bought the new license plate, so know they ask you to like it.)  What about the IRS after you pay your taxes?  Ok, perhaps that goes a little too far…

I do see the potential benefit for Higher Ed.  A student comes for a college visit or enrolls for the first time, and they receive a Twitter follow or a Facebook request.  Somehow that doesn’t seem as threatening.  Now the student is able to build a relationship with the University and other students.

So what do you think?  Is it more authentic and more valuable to let the customers come to you?  Or, does it make sense for companies and organizations to be proactive and find their potential friends/fans online first?