“What’s the ROI of social media?” Without a doubt, that’s the million dollar question in the digital marketing industry. Everyone is hot to trot on metric reports and analytic tools (which are important, don’t get me wrong!), but I want to step back and look at some of the qualitative value that social media brings to the table.
I recently attended Social Media Marketing World 2013 in San Diego, a fantastic event packed with amazing content and important thought leaders. Two sessions that really hit home were talks given by Mark Schaefer, a consultant and the author of a popular blog called {grow}, and Dave Kerpen, the Chairman of Likeable Media. Both speakers distilled social media down to its most pure form: people and relationships. Mark Schaefer said it perfectly - “the new law of marketing is people to people.” With that in mind, here are four golden rules that will help you build strong, valuable, loyal relationships on social media:
Mind your manners
The four most important words in social media: “I’m sorry thank you” (hat tip:@DaveKerpen). This isn’t a new lesson; most of us learned at a young age to show respect to the people around us by using these four little words. The rules of the game on social are no different, treat people the way you’d like to be treat. Better yet – treat them BETTER.
The four most important words in social media: “I’m sorry thank you” (hat tip:@DaveKerpen). This isn’t a new lesson; most of us learned at a young age to show respect to the people around us by using these four little words. The rules of the game on social are no different, treat people the way you’d like to be treat. Better yet – treat them BETTER.Two ears, one mouth
I have a friend (who shall remain nameless) who talks about herself constantly. I know all about her family, work, friends, etc. What does she know about me? Not much. I’m not saying that she’s a bad person, but the value of our relationship is lower for me because there isn’t an equal exchange. The experience is exactly the same when brands use social media as a broadcasting platform; the relationships that result are weak and shallow. If you want to build relationships that are deep and loyal, stop broadcasting and tune in to what people are saying.
I have a friend (who shall remain nameless) who talks about herself constantly. I know all about her family, work, friends, etc. What does she know about me? Not much. I’m not saying that she’s a bad person, but the value of our relationship is lower for me because there isn’t an equal exchange. The experience is exactly the same when brands use social media as a broadcasting platform; the relationships that result are weak and shallow. If you want to build relationships that are deep and loyal, stop broadcasting and tune in to what people are saying.Feel their pain
The most powerful way to create a bond is by relating to one another. Empathy, compassion and caring are all rooted in our ability tounderstand and be understood. If you want people to believe you care about them, invest the time and energy to learn about what their pain points and needs are. When people feel genuinely heard, they are more receptive to what you have to say.
The most powerful way to create a bond is by relating to one another. Empathy, compassion and caring are all rooted in our ability tounderstand and be understood. If you want people to believe you care about them, invest the time and energy to learn about what their pain points and needs are. When people feel genuinely heard, they are more receptive to what you have to say. Authentic helpfulness
The barrage of forced media and lack of transparency by many companies has resulted in a general distrust between consumers and brands. People are skeptical of second intentions and clam up the minute they feel they’re being sold to. As a result, brands have to work twice as hard to convince people that they really care. How can you achieve this? The first step is to invest emotionally in your community – put their pain and needs (refer to Golden Rule #3) before your own. The second is to be authentically helpful – not because you’ll gain something in return – but because you really want to help. It’s not uncommon for brands to struggle with this concept because it forces them to step out of their marketing “script” and engage in conversations that may not be 100% on message. That’s the secret to the sauce - willingness to engage with people on their terms, not yours. Don’t wait for someone to mention your product before you engage, if someone’s having a bad day – empathize and wish them better luck for tomorrow (without adding a “ps – follow us on FB message)! Share posts that aren’t marketing speak, it’s OK – in fact it’s better – to contribute to conversations just for the sake of connecting, not selling.
The barrage of forced media and lack of transparency by many companies has resulted in a general distrust between consumers and brands. People are skeptical of second intentions and clam up the minute they feel they’re being sold to. As a result, brands have to work twice as hard to convince people that they really care. How can you achieve this? The first step is to invest emotionally in your community – put their pain and needs (refer to Golden Rule #3) before your own. The second is to be authentically helpful – not because you’ll gain something in return – but because you really want to help. It’s not uncommon for brands to struggle with this concept because it forces them to step out of their marketing “script” and engage in conversations that may not be 100% on message. That’s the secret to the sauce - willingness to engage with people on their terms, not yours. Don’t wait for someone to mention your product before you engage, if someone’s having a bad day – empathize and wish them better luck for tomorrow (without adding a “ps – follow us on FB message)! Share posts that aren’t marketing speak, it’s OK – in fact it’s better – to contribute to conversations just for the sake of connecting, not selling.@DaveKerpen wisely said, “The principles of being likeable are the same as doing business well.” Ask yourself – are you leveraging social media to build great relationships? If not, try some of the techniques above and let me know how it goes! What other strategies have you found to be successful in building great relationships? I’d love to hear your thoughts in the comments below.
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