If you are reading this post, you are out there along with me swimming in the ocean of social media. Some of us get thrown into the water without a life vest or any kind of training. Some of you know that I work full-time outside of home. When I got this job a few years ago, I had a job description to follow and set of skills to offer. A few months later the company decided to jump into the social media thing and I had to add a new responsibility to the list I already had – something I knew very little about. But how difficult can it possibly be? The company wanted us to get as many Facebook fans as we can. So we did just that – we ran giveaways, reached out to bloggers, bought Facebook ads. And it did work, but even so it did bring the company numbers, it didn’t really create a loyal community. Endless giveaways attracted freebie fans and after each giveaway we had a huge number drop.
Now 3 years later, I am carrying a different message as a community manager and as a blogger, but how could I’ve known that then what I know now?
Social marketing is changing the way customers and brans interact. The rules of marketing that existed for dozens of years are getting re-written and not following the new rules means losing sales, getting outdated, and maybe losing customers. How do you follow the rules if you don’t know them.
The new book “Return on Relationship” by Ted Rubin and Kathryn Rose discusses how to create the new relationships, honor, and measure them. This is the manual I wished I had 3 years ago, and I am still planning to learn a lot from it.
In my opinion this is a great book for anyone who is looking to create a successful community of loyal followers, bloggers looking to become community managers and companies looking to create a great relationship with the consumers.
Learn more about this book and look for it on Amazon.
Kathryn Rose is an award-winning, best-selling author, speaker and social media strategist and trainer with clients ranging from multi-million dollar corporations, to small business owners and entrepreneurs. Kathryn has a 20+ year career in sales and marketing that includes successful track record of using a collaborative mindset to increase sales.
Ted Rubin believes the key to continued success for any brand/retailer/etailer is identifying with the customer. Ted is quick to point out “listening is finally getting the respect it deserves through Social Media… listen and adjust your message to make it relevant to your consumer. Brand loyalty declines due to lack of relevance… a direct result of not listening.” “Number one is always try to understand who your customer is and stay true to your brand.”