Web Business Woman

by Guest Blogger, Lena West, Chief of Social Media Strategy at xynoMedia

I recently had an email exchange with Kevin Baker (he’s the my1voice Product Marketing Manager at Protus), about how similar romantic relationships are to the relationships we have with clients and then (of course) I began to draw parallels to social media engagement.

We always hear about strong communication being a necessity in relationships to avoid a lovers’ quarrel, but what about when it comes to social media relationships? Most people don’t think that “Dr. Laura”-type love advice columns have anything to do with social media, but I think they do.

A lot of the problems business folks have with social media stems from communication issues – or lack thereof. Whether it’s too much activity, not enough activity, the wrong type or just a misinterpretation between what’s written and what’s meant – and, at some point, if your social media audience doesn’t “feel the love”, they don’t call Dr. Laura to fix it – they simply stop reading your blog or listening to your podcast and you’re left to figure out why.

Here are a few tips to help improve your social media communications and build long-lasting relationships online:

• Always be available. Ok, not always, but one of the main things people complain about  in romantic relationships is when their significant other is cold and distant. The people who read your blog can feel the same way about you if it takes you weeks approve and reply to comments. Small business owners especially need to make sure they’re on point because often one of the main reasons clients choose a smaller business over a larger competitor is the expectation of better customer service.
• Think before you speak or write. How many love relationships are damaged every day because one person makes a statement, the other responds, things escalate, and pretty soon the original issue is well overshadowed by the drama that came after? The same thing can happen with social media. Someone writes a comment you don’t appreciate, you reply. They reply and it escalates. It’s easy to let emotion overtake reason, especially under pressure to “get social media right”. Take that extra moment to calm yourself and think before you respond. Better yet create a Terms of Use section for your blog or podcast to take the personal element out of which comments you do and don’t approve.
• Don’t allow things to fester. This is the other side of the coin. Often in a relationship what starts out as a small issue can quickly grow if left unattended. The more time that passes, the more likely the other person will fill in your side of the conversation with what they think you’ll say. If you have a blog or online community, do your best to address small issues, complaints, etc. in a measured but timely manner so you can keep them small.
• Know where the line is between friendly and too familiar. Nothing kills a dating relationship faster than one person getting too familiar too soon. The same is true with social media. While you may have some great and fun conversations as you build the relationship with your audience, it’s still important to maintain the line between your professional life and your personal life. Remember, while you want them to feel good about you, they’re still your clients and potential clients, not your friends.

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