{"id":280,"date":"2022-04-04T15:56:47","date_gmt":"2022-04-04T15:56:47","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/chapter\/create-a-sense-of-affinity\/"},"modified":"2022-04-04T15:56:47","modified_gmt":"2022-04-04T15:56:47","slug":"create-a-sense-of-affinity","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/chapter\/create-a-sense-of-affinity\/","title":{"raw":"Create a Sense of Affinity","rendered":"Create a Sense of Affinity"},"content":{"raw":"\n
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Learning Outcomes<\/h3>\nUse social media to create a sense of affinity\n\n<\/div>\nWe define affinity<\/em> as \u201ctaking a liking to something, often naturally or spontaneously.\u201d Because of the value social media-savvy consumers place on authenticity, contriving something intended to appear \"natural\" without it actually occurring naturally will be problematic. Nevertheless, creating compelling interactions over social media can certainly attempt and aim at a degree of authenticity that would create affinity for a brand, organization, product, or service.\n\nRelated to the concepts of affinity and authenticity is the creation of a narrative or story. This represents a line into marketing, from which we may borrow concepts for use in business communications. Here we leverage the idea of creating a story and narrative in order to gain a type of relationship (affinity) with customers. As discussed before, customers may be internal or external.\n