My mother has an irresistibly cute pet rabbit named Bandit. She’s trained him to perform a few tricks, and it turns out that he’s much smarter than anyone thought. Each day at 3:00pm, Bandit expects a baby carrot. And if a carrot isn't promptly provided at the appointed time, he makes enough racket in his cage that he can’t be ignored.

The strongest brands on earth have a two-sided relationship with their fans. Like any real life relationship, there’s give and take. Speaking and listening.

If you’re only focused on advertising, posting, tweeting and shouting, you’re going to miss what people say—and think—about your brand.