New cues on creatingreal relationships with social marketing revealed by Ted Rubin

The leading social marketing strategist and the chief social marketing officer at Collective Bias – Mr. Ted Rubin has coined the term ROR that, means – “Return on Relationship” during the year – 2009. This concept rests on the principle that helps for building a multimillion database. The book written by Ted Rubin – Return on Relationship- is to be released in the market in the month of August. The ROR not only involves the value in dollars or cents as in the case of Return on Investment or ROI but also extends beyond in the form of value that is both real and avowed and that accrues over time through connection, recommendation, loyalty and sharing.

Any marketer would be interested to know about how to go through it. The following below mentionedcues/principles will help in creating a real relationship with social marketing-

  1. 1.    Do not act to be authentic- Authenticity is not just a word that is to be used in blogs, tweets or posts but it should come out actually. The only way to be authentic is to be authentic in real sense as followers and advocates of social media can just sniff out a fake heartbeat. It is necessary to make public all the feedback on your brand and then honestly addressing any claims around the negative feedback. It is also important to give the followers the tools to tell the truth about your brand and about you. People who trust you and your brand will definitely buy your brand.
  2. 2.    Take care about your advocates-Your brand advocates creates highest relationships as successful social media marketing is all about relationships. An advocate of your brand will recommend to his/her friends about your product or service and this in turn creates a chain of relationships. A new advocate is born if he or she purchases the recommended product or service. Therefore, advocates are invaluable assets now more than ever. Proper care must be taken in treating these advocates.
  3. 3.    Be a genuine friend- Irrespective of the tool you use in the field of social marketing it is imperative to look at your own behavior first and ask yourself the question whether I would want to be my friend. Are you really interested and paying attention to the people behind the words and text on a screen? For instance, it has been observed that many people would not bother to connect after an event or they fail to add into their contacts file whom they had met. Therefore, it is recommended to add people to your contact file and connect with them via Facebook, LinkedIn and Twitter.
  4. 4.    Get real to create trust- As per the latest studies social media is creating a shift from ‘the wisdom of crowds’ to ‘wisdom of friends’ as this brings in a new social power of brand support. The long term benefits of this results in creating brand advocates and an emotional association that drives this influence.

Thus, the above-mentionedcuesare to be borne in mind when building a real relationship with social marketing.

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