Seriously, the Beatles have sung it so many times that anyone that sees the title can probably hum the tune to it. However, marketeers still do not seem to be able to understand that it is the truth. Especially in this age of social media. Money cannot buy you love. However hard you try. And lately we have seen many trying. Over the past weeks, Shell has often turned up in my Facebook timeline. They are talking about how wonderful they are. How much they care about the world and the environment. And only a day or two ago they posted the oil companies’ equivalent of the old boys game “who’s got the biggest”. (See image.) This morning I was greeted by the results of all their money spent. Three of my friends have liked their page. Pathetic.

So, I went to take a look at their Facebook page. It is a site describing Shell in all its glory. Like the sites of so many large companies, you could call it a corporate display of narcissism. The subjects adressed are Shell, and Shell alone. If they address any other subject, it is solely from the Shell point of view. Where working on a less pollutive environment has become about the Shell eco challenge. And even regular oysters are turned into a Shell product. To be honest, it does not matter how many dollars you spend on Facebook marketing, the general outlook does not trigger me to be a Shell fan. And it shows. For a company with over 90,000 employees and almost 500 billion in revenues, a mere 2.5 million Facebook fans should not be something Shell is excited about.

I could understand if you, and Shell, would come up with the argument that its business is fuel. Nobody loves fuel. It is something you put in your tank whenever you want, wherever you are. And that is a reasonable case to make. However, that whole process changes when you put love in it. When you love your customers. When you talk to them. When you address the things that they feel are relevant to them.

I know the comparison with coffee is going to be a big step. But for many, coffee used to be like I described fuels. At some point in time you will be craving a cup. You need it and you bought it whenever you want and wherever you are. And then Starbucks came along. They made buying coffee a rewarding experience. They put the love in it. And if you go to their Facebook page, you see that they care for their customers. This morning when I went to their page, they had just used a customers’ picture as their cover photo. They talk to their customers and address their issues. They even allow their customers to vent their thoughts towards Starbucks. When I visited their page today, there was someone who posted about how Starbucks does not support the military. And 107 comments below the post where from fans defending their shop and setting the record straight. Why? Because they love their shop and their coffee. The 33 million likes prove that point.

If you want to be on Facebook, remember one thing. It is never about the likes. It is about your attitude towards your customers and potential customers. Because your Facebook Page (or your Google+ page, or any other social network page or account) is not about YOU, it is about THEM. And if you remember that, your likes will come. Because they care about you, because you care about them.