Since being on Social Media for quite some years now, I have come to the conclusion that social media is all about the “ROR” (Return on Relationship). So many companies and salespeople look at the numbers, (ROI = Return on Investment), and that is understandable. That is what companies are in business for… PROFIT. Let’s look at it through the eyes of a normal social media participant.
Social media guests are not looking to be sold, nor are they going on the platforms to look for products or services. They are there to be entertained and to be educated. Whether it is for a recipe, DIY item, or just plain out fun, companies need to hear this. This is the year, 2015, that should make the difference.
Facebook, Twitter and LinkedIn all have refocused their news feeds to do just this. They are making businesses pay to have those ads so they can show the products or services to buy. This is intentional since there are millions of people on these platforms and the news feeds of your friends (followers, connects and likes) and they are just filled to capacity. Also, it makes them money, lol. But to be quite clear, they are right to do so! This will help make the social media platforms what they were intended for = Entertaining and Educational.
Corporations are already starting to HEAR this. Smaller companies and the self-employed need to hear this now as well. This will allow them to be seen as well. Through educating and entertaining people, you WILL have more followers.
Now take the basic post on a page that has 300 followers. You put up a post and it gets 3–5 likes. Most people would assume (I do not like that word) that it wasn’t a great post, but in reality it actually was. Just because it only got 4 likes does not mean it wasn’t seen by many more. I put a post up once that got 2 likes; I drove around town and did my errands, and saw a lot of people I knew. They follow me for my fun questions and pictures. A bunch of them said, “I really liked that post you did with the house this morning.” I thought to myself, “Hmmm, they didn’t like it or comment.” I had about a dozen people say it to me. Here is the “aha” moment: People are reading your posts, but didn’t comment on it or like it. That’s ok. That shows that people are still in tune with me.
So now let’s take this a step further. Return on Relationship — Are those people going to use me for business? Or better yet, will they recommend me? Yes, they will. Some already have.
You need to build the relationships on social media. Just because you friend someone or they like your page doesn’t mean anything. YOU need to cultivate that relationship. The education process begins once they connect with you. It could take a week, a month, 6 months, or even a year, but you need to keep listening to their comments and likes. People are using social media to voice their opinions. This is where you need to listen and HEAR them. The more you hear, the more you will be able to contribute to your followers and future customers.
So the Return on Relationships is all about hearing and listening. If you are truly doing this, your followers will be loyal to you and your brand. If you are self-employed or a salesperson, YOU are your brand.
(This post was originally posted to Medium.com)
Are you Hearing and Listening to them? Let me know in the comments below.
Robert Stern is the CEO and Founder of The Social Leader. Helping companies and individuals harness the power of Social Media for business. Please Like us on our Facebook Page or follow us on Twitter.