It’s the little things that matter most.
That’s what we’re told as children growing up in grade school. It’s those first impressions, hand shakes, polite conversations, manners and tone that communicate who we are as individuals and what others should expect from us.
As we get a little older, we learn that those split-second judgements are backed by science and behavioral psychology. We learn that huge groups and individuals alike can become enthralled or outraged over the smallest words or gestures.
When we first meet someone new and there’s a physical attraction, it’s followed by a list of little things that add up to build a portrait and interpersonal narrative of why we’re justified in our feelings of affection toward this individual.
As Porgy and Bess sing in “They can’t take that away from me,” it’s the way they wear their hat, sip their tea and the subtle nuances in their laugh that add up to love. Poets throughout history have written scores of sonnets dedicated to these little things and songs to fleeting glances and possible trysts.
Our love for brands are also made up of little things. Incremental interactions add up to our overall feelings. Think of the relationship like a bank account. You need a certain number of positive deposits to counter any negative withdrawals. It’s a dance, similar to the dance of love.
Starbucks is a great example of a brand that masters the little things, going that short extra mile to make their social media community feel special and noted. They're consistently reposting average Joe's Instagram pictures, replying to at least fifteen tweets a day and hosting design competitions that feature talented followers like the #WhiteCupContest.
Starbucks has mastered this kind of “small things” social media engagement. As Fortune mentions, “Starbucks wants to be as cool as a cup of iced coffee, and the company uses its social media presence to preserve [that].”
Think of the last time a notable Twitter account replied to or favorited one of your tweets. An extra click on a keyboard, the tiniest gesture made you feel special and noted.
The little things make the difference between simply knowing of a brand and loving it.