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Why just be Social when you can have a Relationship?

Facebook "Friends"?

I must give credit to the crowds for one thing after all: if it weren’t for the popularity of Social Media, I never would have thought of the idea of Relational Media. Since I first started in the business of providing online brand monitoring  and business insight services to corporations, the Social Media “industry”, if you may call it that, has gone through many an identity crisis.

Back in 2004, we talked a lot about ‘user/consumer generated content’ (UGM/CGM). The next iteration, with much credit to the folks at WOMMA, was to bring some structure and definition to this emerging media, so the term WOM – Word of Mouth Marketing, came into the lexicon. Lately it’s been called “Social Media”, largely defined (and some will,  of course, disagree with this definition) as the use of online software applications such as Facebook, Twitter and LinkedIn to be ‘social’ with many, without necessarily having to be bothered with the responsibilities inherent in a Relationship (dating sites might disagree here).

Lifetime Relationship

As many of us have witnessed, there has been so much hand-wringing, whining, debate and general consternation by agencies, PR firms, evangelists and self-styled social media artistes about  making Social Media work, period, never mind the monetization aspect. My steely resolve has been to deal with Social Media head on: call it Relational Media.

Why you ask? Well, it comes down to Human nature. We all crave, to some extent, love, recognition and respect.

Brands also feel this way as they seek to initially be social with people but eventually want to head to the altar and be your mate for life.  Is that not what Customer Lifetime Value is all about – attracting, retaining and developing profitable customers for life? Minute Maid, Crest, Toyota, Land’s End, Timex, Apple, Lufthansa, Marriott and many other brands don’t just want you to browse an end-of-aisle display or take a test drive, they want you to take them home.

We do this every day. I’ve used Tide because my mother did. I’ve been drinking Coca-Cola since I was a kid. I always stay at a Marriott property when I travel on business. I’ve worn Brooks Brothers button-down oxcloth shirts since I went to college… you get the picture.

So, there it is. Simple. Media that enables brands to build a relationship – packaging, television, conversations, the Internet or a coupon, whatever – not just a speed date. Relational media is an enabler of Customer Relationship Management

It’s great to be part of the crowd but it’s even better when you can have a friend for life. Relational Media.