Most social strategies are mapped out with specific business objectives in mind such as brand awareness, customer care or sales. But regardless of specific business goals, there’s a central component to any successful social program: building relationships.
Relationships are the motivation and driving force behind social media. Connecting with others and finding value in these relationships is why we as consumers use social networks in our daily lives. The companies who find valuable ways to build relationships win share of voice, loyalty and ultimately, new business. The catch is that these relationships aren’t built overnight. They must be nurtured over time by consistently creating great social experiences for your customers.
The shift in mindset for brands is this: social isn’t about “quick wins”, but rather approaching each social interaction as one step in an ongoing journey to building lasting relationships. Striving to make each social moment great is what creates likeable brands, and lays the foundation upon which to implement winning strategies and tactics.
