If you want to continue to reach your market in the social media age, the marketing focus needs to be on building relationships, and metrics need to expand beyond ROI. In fact, ROI is simple dollars and cents. But a return on relationship is the value — both perceived and real — that will accrue over time through connection, loyalty, recommendations, and sharing. That’s what any marketer actually wants, and here’s how to do it.
Don’t Just Act Authentic
This might seem obvious, but authenticity is on the verge of becoming just another buzz word in social media marketing. True authenticity — not just using that word often in your tweets and posts — will set your brand (product or personal) apart in today’s highly competitive market. Followers and advocates can and will sniff out a fake in a heartbeat.