Ask any active user of social media what they value most, and they'll tell you it is the relationships. Social media is a tool for communicating, which (with all the media hype about it) is sometimes lost on people just getting started. These relationships—and the opportunity for social media to grow them—are also at the core of social media's business value for companies that use it. With that said, it's especially important to treat these online interactions with the same level of personal interest and courtesy that you would treat in-person dealings and to recognize the need to interact.

Isn't it all about interacting, you say? Yes, of course. But with so many tools, helper applications, and ways to automate social media activities, many “newbies” get caught up in just posting content instead of actively participating in discussions. I'm not suggesting that automation doesn't have its place. We regularly find great resource material that we'll schedule into posts, but being present is very important to growing online relationships.

Are You Socially Present?

So when we think about “being present,” we have to consider what someone who is present does. They engage. They participate. They respond.  Which brings me around to the biggest mistake in social media: failure to respond.

If you were at an event, and someone you knew walked up to you and asked you a question, would you look at them and simply ignore them as though you hadn't seen or heard them? Moreover, if this person complimented you, would you continue to ignore them? What if they got on the PA system and announced to all their friends at the event how much they loved your product? Would you continue to stand there, saying nothing? Of course not. So why would you (or others) do this  online?

Social Media Mute-itis

I often have clients say that they don't know what to say online, or they're shy, or they're “just not online that often.”  While I have no doubt that is the case, when it comes to building relationships and especially when it is for your business, it is critical that you practice—at the bare minimum—the common courtesy of responding. Even if all you do is acknowledge the post with a simple “Thanks so much for the share!,” or “Thanks for your shout out—you made our day!,” it is important to reply in some form or fashion.

Consider this: When friends share your content, or re-post your events, photos, and other digital assets, they are basically opening up exposure for you within their networks.  If they go even further and add commentary, recommendation, or personal reference for you, they've really taken a deliberate action to actively promote you to their networks. They are actively advocating for you, which deserves some acknowledgement. Take a moment to say “thanks.”  Go a step further and return the favor. It makes a huge difference, and you'll find that with an “attitude of gratitude,” you will not only grow your network, but you will be appreciated for the gracious, professional you (and your company) are.