How Important Are Your Relationships? - “Return on Relationship” Review

Relationships are everything. Personally. Professionally. Everything. It’s one of those things that people with common sense know… but many businesses seem to have forgotten. With the rise of “social media”, the way we all do business has been completely turned around. Or, maybe, we’ve actually come full circle back to when people actually spread information by talking to each other. Social media (Facebook, Twitter, Blogs) is the NEW media: the new way of getting your message out, meeting people, gathering information and selling your product.

When I first heard that Ted Rubin and Kathryn Rose would be writing a book, I have to admit I was a little excited. I don’t normally make a point of reading many (much less review) business books. I find most of them to be repetitive and redundant. This one struck me because I’m such a Ted fan. As the CSMO (Chief Social Media Officer) of Collective Bias, I’ve had the privilege of following him on social media channels and benefiting from his sound business/social media advice. Full disclosure… I’ve been a blogger with Collective Bias for 2 years and it’s been an incredibly eye-opening and life-changing process for me.

So… Ted sent me the book and to be honest, I was a little hesitant to read it. I wanted to love it. I wanted to be so enamored with the concepts and language in it that I was afraid I might hate it. I didn’t.

Since I got the book several weeks ago (actually Ted sent it to me for Valentine’s Day - so I just might have a little crush on him) I’ve read it several times. It’s one of those books that you read and say, “Yes! This is what business SHOULD be all about.” This is what those of us in social media are trying so hard to educate traditional businesses about. It’s all about relationships.

RETURN ON RELATIONSHIP

Ted coined the phrase ROR (Return on Relationship). The book says it best -

“ROR is the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple dollars and cents, whereas ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing.”

Okay, here’s the gist of it: Traditional methods of advertising and marketing don’t work anymore. Consumers have become way too savvy when it comes to “buying” what you are selling. Consumers read blogs (reviews by real people), they talk to their friends via Facebook and Twitter. They see new products on Pinterest and Instagram. Consumers want to judge for themselves what is appropriate for them to purchase. They no longer sit and watch a TV commercial or read a magazine ad and take it at face value that the celebrity (who is being paid an awful lot of money) knows best for us. It doesn’t work anymore. So what can businesses do? Interact with their customers, forge a relationship that is meaningful and ongoing. Be our friend. Answer our questions. Solve our problems.

Sounds simple, right? But still… it’s not always an easy sell to Madison Avenue Executives who have been following the same blueprint since the 1950′s.

I know most of you are reading this and thinking, “What does this have to do with me? I don’t have a business.” Well, in fact, if you are a blogger, you DO have a business.

BLOGGING IS YOUR BUSINESS

I know many of us started blogging as a way to release the tension in our lives. We used it as an outlet. We moved on and started writing about the products we love, the places we go, and how we are parenting our children. Maybe over time, we started adding up our followers. We got opportunities from brands to help promote their products and sometimes we even get paid to do it. Guess what? That’s a business.

Running a blog is not all that different than running a company. In order for us to attract readers, we need to follow the same principles that Ted and Kathryn outline in Return on Relationship. Some of my favorite take-aways from the book are:

* Develop a Customer Service Attitude. Think about what you can do for them.

* Start with a Courtship. Relationships happen over time. Start slow and build on your relationship.

* Make Them Feel Special. Your readers want to know you care about them. Socialize on FB and Twitter. Answer back.

* Be Social. Duh! It’s not called social media for nothing. Go out and meet people. Don’t just hide behind your computer.

* Get Over Yourself. Go out and try new things. Realize you aren’t perfect and social media is sometimes a trial-and-error process.

If you have a business… READ THE BOOK!

If you are a blogger… READ THE BOOK!

If you have any interest in how social media works… READ THE BOOK!