Social media is in the end about relationships. It should be deemed a two-way street. As a brand, you aren't there to market a product, you're there to communicate and associate.
If you attack social media with gross sales as your end destination, your audience will detect it and, most likely, you'll be snubbed. But, if you provide your audience something valuable, and your message is real, (you aren't manipulating it) consumers are inclined to take heed.
Provide users engaging material, helpful info, streamlined client service, or bonuses like discounts and gratis gifts consistently, and you've the makings of a fit long-term relationship with a brand promoter willing to blab your praises to the globe.
After which, as long as you pull your weight by maintaining your message, meaning reliable and meaningful, consumers tend to remain loyal and express that in income generated over time and favorable references expressed amid their peers. That's the true return on social media.
