Social Media as a Relationship Builder, Not a Sales Tool Social Media Marketing | February 13, 2011 | By Aaron Schoenberger

As a marketing consultant, I work with social media on a regular basis, 7+ hours per day, and quite often clients are dead-set on squeezing the most money out of social media campaigns. This is a totally backwards way of thinking, and I’ll tell you why.


First and foremost, anyone looking to market via social mediums must not think about sales, sales, sales. Bad move. The goal of any social marketing campaign is to build solid relationships based on shared interests, wants and needs. By engaging users in a self-serving manner, one’s reputation is almost irreparably flushed down the toilet.


Secondly, regarding what one should do before kick-starting a social media campaign, a proper mindset must be acquired. Think of Twitter, Facebook, blogs, and other channels as relationship builders, not marketing tools. With positive connections, and subsequent conversations, sales will follow. This is the magic of social media.


In conclusion, if dollar signs are all you see you’re doomed for failure.


Aaron Schoenberger
@TheSchoenberger
The Brainchild Group


Aaron Schoenberger is Founder of The Brainchild Group — a world-renowned Internet marketing agency that specializes in Social Media Marketing and Search Engine Optimization (SEO). He’s known for his work with celebrities, top restaurants, automotive manufacturers, professional athletes, educational institutions, luxury brands and Fortune 500 companies.

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