Using social media to build authentic relationships

I have long advocated the use of social media by companies and organizations to both learn from their constituents and to develop stronger relationships with them.

Like everything else, there are good and bad ways in which to use social media tools.

I recently received a comment on my Facebook profile page that “social media is a huge time waster.” Ahh, well, the same could be said of radio, television, the telephone, e-mail, video games . . . the list goes on and on.

The activity or medium doesn’t really matter, it can be a waste of time. Can being the key word.

Here’s My Point

Although some may feel engagement through social media tools are a waste of time, it has become the quickest, easiest way to reach people.

Companies and organizations that learn to harness the power of the Web — social media platforms in particular — will benefit from stronger relationships.

And when it boils right down to it, it’s all about relationships.

Authentic Versus Contrived

One other point here about building relationships . . .

Because of technology, some believe their online activities can be different from real life activities.

Representing oneself or ones brand online in insincere, incongruous ways, will only cause problems.

A contrived relationship is not beneficial. We’ve seen many examples of ethical flub-ups that only backfire on sponsors.

Only authentic, sincere communication will build enduring relationships between people, brands, products, etc. And it’s those authentic relationships that are most valuable.

Examples

Are you aware of some good examples of social media use, or of companies that went about it the wrong way? I’d love to hear from you.