How Social Media Builds Brand Loyalty

In 2015, I ordered Jimmy John's and they forgot the cucumbers on my sandwich. I'm a huge fan of JJs so I was obviously, devastated.

I tweeted them that they messed up my order and joked, "I will take my apology in the form of a wheelbarrow full of cucumbers." They reached out to me and gave me $20 gift card instead. In addition, the manager of the JJs I ordered from called me to apologize.

I was kind of blown away by it because my expectations for communicating with a big brand on Twitter (of all places) were very low.

Some time after that, Jimmy John's posted on Facebook that they were looking for their new sandwich idea. I commented and suggested they add wheat bread as an option (they only had it in sandwich form at that point, not sub bread). I carried on with my day and didn't think anything of it. Until a year after that.

They responded to my year-old comment letting me know that wheat bread was now an option for me and asked me to DM them. When I did, they sent me a branded tank top.

Not only is this story pretty entertaining, it's one that I share when speaking about how social media can impact brand loyalty. Its impact doesn't stop at me--it continues each time I tell the story.

It's important for brands to engage in meaningful conversations that drives connection. Should companies be a part of the trends and participating in the culture that drives consumer engagement? Absolutely. But what can't be overlooked is the real connection that makes an impact that lives on for years after it happens. Trends in this world go a mile a minute. Brand loyalty can last a lifetime.

Jimmy John's continues to be a brand that I trust to do the right thing when mistakes happen.

And as I'm writing this, I just ordered again :)