Return on Relationships
It seems that everyone is talking about Social Media. Everyone is trying to “leverage” it, “maximize” it, “monetize” it. Based on numbers alone, it seems like an obvious place to “market” just about anything. With over 175 Million individual profiles on Facebook and over 5 Million people on Twitter, with both sites growing, there is obviously some value to joining the conversation. Corporations and business owners are jumping in, but are they getting what they expected ? Are they doing the right things?
Every day there is a business, entrepreneur or organization setting up a social media profile. Some spend time and money on the perfect brand image, profile page and bio, and spend even more money on SEO, SMO and consulting packages. They track traffic and measure success in terms of website hits and sales. But not everything of value can be easily measured.
Before someone visits your site, buys your product or hires you to perform a service there has to be some level of engagement, either directly or indirectly. Social Media has changed all the rules. It’s no longer a one-way conversation. It’s not about commercials or announcements. It’s about interactions. People want to know what you have to say. Even more, they have something to say, and they want you to listen, interact and respond. In short, successful, sustainable social media strategies are about relationships.
Social Media sites are full of people with likes, dislikes and opinions; people who like to talk, connect want to be heard. They are looking not just for products and services, they are looking to be inspired, wooed and have value added to their lives. Whether we realize it or not, every person we interact with is a new relationship. Each interaction is an opportunity to influence, and engage, but more importantly to make an impact.
There’s been a shift. It’s not about numbers and how many people you can “talk to” it’s about how many people you can “talk with”…often.
Building quality relationships takes time. You have to show up, day after day and give of yourself. When you do, the payoff is amazing. Pretty soon, you build relationships and not only are you talking about who you are and what you do, but others are too.
The new measure is Return on Relationship. How many people do you truly engage? How many people are talking with you and about you, positively, whether you’re present or not? Who have you affected to the extent that you’ve influenced them to promote for you, not in a manipulative way, but because they have identified you as a source of something of value?
Next time you participate in the social media conversation, think about return, not just in terms of clicks, and traffic, but in the power of Relationships.
I love this post, Staci! You are right. It’s all about relationships.
When people ask me why I tweet so much -which happens from time to time!! -it’s because I am really talking with a LOT of people! I am building relationships all around the world!
You can’t just broadcast a marketing message-Twitter is not for that purpose and a lot of people new to Twitter don’t realize that.
JUST LIKE in real life-which Twitter IS-you build trust, credibility and friends one tiny conversation at a time-over time.
A lot of people on Twitter pay attention to a lot of metrics. But, the only one I pay attention to is this: For each person following me on Twitter-how many conversations have I had..for me, it’s about 4 to 1. In other words, for each follower, I have had 4 conversations! I am happy about that.Yes, it takes an enormous time investment but it’s one I’m happy to make. I have also met over 10 people now offline from my online TW connections and over 60% of my biz opportunities now come from TW connections! Twitter FTW-(for the win)!
That being said, the more followers you have the higher the number of conversations because you will have more with more people!
Even though I am on twitter for both myself and business, I always try to give to others first and foremost.. That’s the most important thing in any relationship! Give generously and from your heart-first.
If we all remember that, we have created something truly beautiful.
Leslie, Absolutely!
What a GREAT Metric to measure.
My Twitter stream 80% relationships, conversations and interaction and the “payoff” (thought not my goal for doing this) is great! I’ve increased my following (from 2 to over 2700 in about 60 days). But more importantly, I’ve built some amazing relationships that have turned into friendships and partnerships offline!
By building relationships FIRST you get the rest…naturally.
Staci:
For someone really great to watch re: building relationships- @sashakane is gold. She helped me understand the value of relationships vs. numbers when I was first on Twitter and she helps many more now-about 8000 last time I peeked!
Be real, be humble,be honest, help others How is life any different?
I would hate to say “nail in the coffin” such negative tones to such a positive and powerful post. But what can you say when a person single handedly “crushes” a paradigm? Let’s go with…. Staci, you ROCKED THE HOUSE!!
This post is not only insightful, courageous, and bold, but as one of the REAL DEAL Relationship Marketing Strategist, and Social Media Guru’s in the marketplace today – Staci totally thrust the space we call “Social Media” about a year in advance with this writing.
With absolute detail on getting businesses to think about the “conversation” vs thinking about the “numbers” and bringing “value” to the table, Staci J. Shelton is wayyyy ahead of the game. My only suggestion is… Catch her, because she is dead on!!
IMHO
Vincent Hunt, Creative Thinker
Creatively Thriving
Nicely written blog Staci, made me stop to think about my contribution and presence on Twitter. Would have to say for me Social Media is all about relationships, learning, growing and sharing. It is about the experience…The Journey. I am not a Marketeer, not a sales person, not a coach, nor a celebrity. Just a ditsy woman from California that loves beach combing and used to dreaming.
Everyday in Twitter is an exciting adventure for me….Will I be able to catch up with those I regularly talk to? What great news, stories, problems, jokes, profound thoughts do they have to share today?
Then there is the serendipituous experience you have of meeting and talking to some one who says something so profound or encouraging it just stops you in your tracks and sometimes turns a blue day into a sunny one.
Some say Social Media and Twitter will die out…I’m hoping it will simply evolve into something even greater than it is now.
Be Blessed Staci…
I am happy to know you.
Staci, love this post. You are definitely on target – we were created to connect with one another, and indeed we are born connected. Social media can be much more than a strategy. There is no right or wrong way to engage, as long as you are connecting with people on a human level, you are making a difference in someone’s life! Thanks for this thoughtful post.
Staci~
You are one of my faves for obvious reasons! For one, you are geuine! I value the reationship we have begun and are nurturing on Twitter! I entered the Titter experence for the pure purpose of connecting with folks! I don’t pay attention to numbers until/unless a “significant” number sneaks up on me! As a therapist, I understand the power of “being heard and understood!’ I also know that those deemed the “best conversationalists” are generally those who know how to listen and respond. In order to effectively benefit from Social Media (as far as I’m concerned) we must learn to “be real” like the Skin Horse and the Velveteen Rabbit!
YOU ROCK, lady! Thanks so mch for putting this out there for us all!
Mark Hundly
Therapist, writer, speaker
Great post Staci! I agree with you. Each week, the number of tweets I receive about, “How I got 20,000 followers” increases. In my opinion, the 20,000 follower “thing” violates the main thesis of the Long Tail. If I grow to 20,000 followers on Twitter, I want that to happen organically. I want my growth to come from shared interest(s) and real communication. (Which, Staci, you are very good at. :) )
Right now, you and Seth Godin are in a minority on the point you made in your post. Staci, being with Seth Godin on this is a great thing! As Seth says- “Twenty connected followers in one place is a tribe.” http://tinyurl.com/6acr8e
I’m looking forward to your next post! :)
Bill
You are absolutely 100% right!!! It’s all about the “Relationship” and as we all know relationships take time.
You can’t just get on there and shove yourself down everyone’s throat, you have to encourage, learn, grow, build, help, and be there.
I love the book “Love is a Killer App” by Tim Sanders…it is a very similiar principle. You know people who know people so why not help each other out, connect the right people to each other, and watch everyone bloom and grow!
Imagine how incredible it would be if we ALL did that?
Great post Staci!!!
xoxo,
Melissa in Mel’s World
Staci,
You are a relationship builder, in person and online. Thanks for sharing your special gift with so many of us. Serve strong.
Jim
Nice post. Social networking really has paved the way for building more relationships.
Well said, In the old days when (not too long ago) when they mainly advertised on print there was no way to track. Only to Brand. Now its about that value. And that value is what truly creates success
Love your post Staci! Building relationships is key for everything. And you build relationships one conversation at a time. As you say, it takes time. But it’s worth it. Not so much in terms of business return, but in terms of touching lives and be touched by others. I love to “collect” friends and to see where relationships take me. My hope for Social Media is that the relationships started there can also translate into face-to-face contacts, since the more deeply “human” in us needs the mirror of the eyes to feel validated.
Thanks for sparking more conversations! I look forward to more conversations too.
Warmly,
Dr. Ada
Thank you so much for your comments! It’s funny, that even in business, and especially in advertising, the companies that resonate with us and touch lives get a payoff. Personally, Social Media opened the door to cultivate some beautiful face-to-face encounters and even develop some lasting friendships and partnerships. It works when we open ourselves up not for what we can get, but for what we can give. Thanks again Dr. Ada!!
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