Imagine a brands marketing extension on Facebook as an incredibly hot girl who is way out of your league.

When a current campaign comes around she calls your name, curls her hair between her fingers and giggles flirtatiously. Over time, you grow a little more ballsy and start talking to her. “Like”ing her stuff on Facebook. Laugh at her jokes. Brag to your friends about her. You grow a connection with her. You hate that she has a million other guy friends, but you hope, deep down, that she might choose you. Give you something for all your dedication.

But before you know it, her campaign looses steam, and you are dropped - feeling like the looser you are. She doesn’t even say a goodbye. You sit around waiting for her to call, left with nothing but shame for putting a “Like” on her page or a being a part of her fan club. Of course, you joined because you thought she would notice you. You start to hate her.

One day she shows up on your doorstep with a new haircut, pretending like she didn’t do anything bad before. Maybe you give her another chance, building up the same hopes you did before, letting your guard down. But it all plays out the same. Or, maybe you learned from last time and ignore the bitch.

Marketing and keeping a social connection with brands on Facebook has always been a tad one sided. Even if you love the brand, the marketing social attempts on Facebook leave you scorn from your experience in the end, the more dedication you give to a marketing attempt, the more you are going to hate giving it all up. Not just that, but you, the viewer, are the one who does all the heavy lifting. The brand never really extends any long term effort.

Why don’t brands do something different. Start a connection that doesn’t end. Put the brand out there, not just extension of a brand campaign, but it’s own entity. It can participate in the arms of other marketing campaigns, but won’t drop you after all your dedication. Instead, awards you from being connected to it. It would be its own profile. And after you friend it, I could have the ability to post to YOU. Bridging the gap and letting you see what it is like to be wanted.

No many brands have attempted a full publication/ feed/ brand social experience that is continuous on Facebook. If executed right, fans would be made, and fans would be kept. Sales would increase.