Return on Relationship by Kathryn Rose & Rubin Ted Auhor

Author:Kathryn Rose & Rubin Ted Auhor [Rose, Kathryn]
Language: eng
Format: mobi
Tags: E-Commerce, General, Internet Marketing, Business & Economics, Sales & Selling
ISBN: 9781624638404
Publisher: Tate Publishing
Published: 2013-01-28T14:00:00+00:00

Once you and your team develop the skills to converse properly with your listeners, advocates, and others at every stage of building your brand, practice will make the process second nature to you. Now you can concentrate on building systems to help you nurture your new relationships.

CHAPTER FIVE

PERSISTENCE, PATIENCE, PURPOSE

Practice isn’t the thing you do when you’re good. It’s the thing you do that makes you good.

—Malcolm Gladwell

You’ve heard that consistency is the key to achieving success, right? But what does that mean in terms of building productive online relationships? It means developing reliable systems for communicating on the channels you’ve chosen in order to effectively “scale” relationship building. This requires what we call “The 3 Ps” of persistence, patience, and purpose. When developing these systems, start with your main purpose (or goal) in mind, persistently apply strategies to meet those goals, and be patient—results may not be immediate, but they’ll be well worth your efforts.

Two factors that have a direct influence on how well you achieve ROR are the type and frequency of your communications and how you build credibility with your audience. Let’s take a look at how we can use systems to influence those factors.

CONSTANT COMMUNICATION

Scaling relationships across channels requires constant communication and monitoring for opportunities to connect—not just posting one-way messages and updates. Just as you’ve developed systems for listening and gathering information, you should also develop them for communicating via social across all aspects of your business that affect relationships, including these four areas:

Legal

Production

Customer Service

Marketing

We’ll go through these one at a time with some examples that will hopefully make it clearer, but keep in mind that all your social communications should be authentic, genuine, interesting, and responsive. If your correspondence lacks any one of these characteristics, you’re asking for trouble. Remember, in social communications, people expect the “real deal” from real people, not the corporate boilerplate they’re used to getting from traditional channels. Make sure you hit those high notes for each of these four categories:

LEGAL

Every organization has different needs and legal issues that must be considered when disseminating company information, particularly if your company traditionally sends all outward-facing correspondence through your legal team (more on legal implications in chapter 6). However, keep in mind that fitting every response through your legal team in fear of how people “could” respond can slam the door shut on opportunities to relate to people. It can put a real damper on your relationship-building efforts if not applied correctly. So how can you overcome this within legal parameters?

Let’s say your legal team needs a week to review your social editorial calendar before you can post. That means you’ll need to make sure that everyone’s on board, from content developers to programmers, for getting that content calendar filled out and sent through your legal department on time. It also means that your content developers will need an advance understanding of what can and cannot be said (including any customer service people who will have customer-facing social roles). Make sure you

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