Can Social Media Build Relationships?

Yesterday on LinkedIn I found a question started by Pete Radke  spurred on by an article he read.  His question: Does Social Media Weaken Relationships?

The comments are interesting – some that agree and some that don’t.  Here’s what I said:

I believe if we use social media as a way to connect – then yes, it can build wonderful relationships; with industry leaders as well as our customers/prospects. But if we use social media as a marketing tool and spend all our time selling – we run the real risk of damaging our brand.

The timing of this question is interesting. I wanted to write a blog post for my home based business blog and so went into my LinkedIn groups for home based business owners to see what current buzz I would find. In almost EVERY instance – the discussions weren’t conversations, they were links to articles, sales pitches for training sessions, products and webinars. All one way “look at me and buy from me” posts.

Not surprizing – there weren’t any comments. How is that a discussion? How does that build relationships?

I think if social media is used incorrectly, it in fact weakens not only relationships but our credibility and our brand positioning.

The question stayed with me and so I raised it at a business lunch.  Here’s what the group had to say:

Some use social MEDIA as another way to push information out. They focus on the word “media” as an extension of their marketing/media campaign and ignore the word “social” altogether.

Perhaps a better way to think of social media is as a social NETWORKING tool.  When we think of networking, we think of a give and take of information. Sharing information about our business and our perfect target prospect and in return, asking how we might help others connect with people who can help their business grow.

Someone else at the table offered this personal stat: I try to write eight status updates or blog posts about others for every one post that is a sales pitch for my business.

Interesting.

I have been harping that social media is a great way to connect with customers but if we are still unclear as to how to use this great and free tool as a relationship builder than doesn’t it just become more noise in an ever crowded marketing environment?