Social media is all about building relationships. When you look at the genesis of social networking over the past ten years, at the core of its growth has been social and relational interaction. We have "friends" on social media, and we want people to "like" us. Even Google+ has embraced this concept by arranging social connections using social "circles". The language connotes relationship.
At Acumen, our approach to social media embraces this relational understanding. When we design a social media campaign for a business, it's not about fitting the business's marketing message or customer service strategy into a social media box. It's about helping businesses understand the relational power of social media, and how it can improve their business practices, top to bottom.
Can a business impact the bottom line using social media? Absolutely! Your Facebook page or Twitter account is a great place to find new customers. However, to really see the results you're looking for, you have to understand that social media isn't about who has the best message, but about who builds the best relationships.
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