Using Social Media t
o build relationships
By Janie Pritchett-Clark
"A lot of people style themselves as social media experts, but social media hasn't really been around long enough to have too many experts," says John Andrews, founder of Collective Bias, a shopper media agency based in Bentonville, Ark. "Ted Rubin," Andrews says, "is one of the few people I actually consider an expert in social media."
That Rubin is the most followed CMO on Twitter with more than 50,000 followers isn't lost on Andrews, who has been working with Rubin in the past couple of years building the Social Fabric blogging community. Rubin is now Chief Social Marketing Officer at Collective Bias.
Rubin was in town recently from New York, and shared his expertise with a group of members from the Bentonville/ Bella Vista Chamber of Commerce. The workshop was a popular topic: How to win customers with social media.
Rubin is best known for his social marketing strategy that took e.l.f. (eyes, lips, face) to to retail stardom. He tells the story of coming aboard e.l.f. to find a zero marketing budget and a lofty sales goal. Between 2008 and 2010, Rubin successfully built and engaged a multi-million-member database who in turn touted the e.l.f. brand into a huge success.
He does offer this caveat: "Branding is expressive and can't happen just by social media," he says. You can't sell a bad a product, no matter how many friends like your page.
Engagement is the key, he says, and activating your Facebook or Twitter account isn't enough. "You have to build relationships. You have to keep those relationships strong and build an emotional connection."
Making friends and building relationships on a social media platform isn't difficult, but it does take time and energy.
"Social is all about women," says Rubin. "Men talk at each other. Women talk with each other," he says.
"And shopping is an event."
In his work with e.l.f., Rubin coined the term ROR: Return on Relationship, a concept he believes leads to ROI: Return on Investment. Sharing personal insights on how to build relationships, Rubin plots these 12 most important ways to build relationships in social media.
You can view the workshop online at the BBVC Chamber on Demand channel or read explanations of these tips at 12most.com.
12 most important ways to build relationships and get ROR
1. Listen
2. Don’t just listen, but hear
3. Know the people in your audience
4. Make it be about THEM
5. Be consumer oriented (whether that be retail consumers, b to b prospects, or those who consume your personal brand)
6. Ask “How can I serve you?”
7. Aim for ongoing engagement
8. Authenticity will set your brand apart from the rest in today’s highly competitive market
9. “LESS fabrication, MORE facilitation”
10. In today’s market, REAL trumps PERFECT because real is what creates TRUST
11. Integrate Customer Service with your social presence
12. Focus on the relationship before the sale
Janie Pritchett-Clark is a veteran writer and publisher of NWAB2B magazine and GreenZine eZine. She writes on business communications, marketing and advertising, and covers various subjects that of interest to small businesses owners and entrepreneurs. Email your comments and suggestions to Janie Clark or call 479-845-0811.
