We love a good contrarian opinion, especially when it aligns with our own thinking. After years of brands focusing on social engagement to turn customers into fans and friends, it may be time to consider whether those relationship expectations are realistic.

Sure, customers may like a product and even the brand behind it, but are they anxiously awaiting a chance to sing its praises online or participate in the brand’s latest social activity? Today, brands can’t just expect engagement because they’ve created a new hashtag or asked customers to upload a story about an inspiring customer service encounter or their experience eating a granola bar or brushing their teeth.

So, do customers ever want to engage in a relationship with brands? Sure – when you solve a real problem, create a product people truly love or support a noble cause. Social can certainly enhance the relationship, but it’s important to think about how it might work for you and what you have to offer, whether it’s thought leadership, information about company events and products, or promotions and sweepstakes.

With the right effort, you may not get a BFF but you just might get a repeat buyer.