About a year ago I wrote a post about why ads are like foreplay. They are, in essence, the part of marketing that builds your desire for a product or a brand.

Social media, however, is an entirely different animal.

It takes work. Hard work. You’ve not only jumped into bed with your consumer, you’ve convinced them to stick around and be a part of your life. Now you’ve got to keep them around.

You may think that’s easy, but many brands are being walked out on. According to a survey by Revelation Research, about a third of all consumers break it off with a brand after they like, follow, or subscribe to their social media outlets. And often with good reason.

Here’s how you can avoid getting dumped by loyal customers:

1. Slow down, cowboy. Too many tweets, promos or posts too fast make you look desperate. Remember that song by 38 Special? Words to live by.
2. Don’t break your promises, slick.
3. Don’t make it all about you. Your content has to keep people engaged, entertained. Let them talk about themselves a bit.
4. Show your love. Don’t be cold or distant. Keep up the conversation, or your customers will start one with someone else who’s interested.

Stick with these four rules, and you’ll have brand love that lasts forever.