Social Media Is for Relationships, Not Just Broadcasting

It’s a thought I wish more businesses would embrace: the real power of social media lies in building relationships, not just hunting for prospects. Far too many companies and professionals jump straight to selling before they’ve even figured out what people want to buy. The goal here is to shift your perspective on social media and offer some practical ways to change the results you’re getting.

From Broadcast to Conversation

I remember back in 1997 when the real estate agency I worked for launched its first website. The internet was this new, exciting frontier. We hired a firm to build a site where we could list properties and spent ages perfecting the text. The homepage was all about our firm, the “About Us” page was more about how great we were, and we even had a page with staff photos and bios. For 1997, it was a solid website.

We put the URL on all our business cards and proudly told clients we were “on the Internet.” At the time, just being online was enough. Our website was a broadcast—a one-way message about how great we were and how great our properties were. That’s what everyone did. You built a digital billboard, told people where to find it, and they could come and read all about you. It sped things up a bit; clients could see new listings instantly instead of waiting for the Friday paper.

But then, in the late 2000s, everything changed. The internet became interactive. Web 2.0 arrived, and suddenly, people could talk back. Social media platforms gave our potential clients a direct line to engage with us. The flip side, which so many businesses still overlook, is that it also gave us a direct line to them. We could now find and talk to people without waiting for them to discover us. We could build relationships with potential clients or people who knew potential clients.

This wasn’t a new concept. It was just networking, but using new tools. Somehow, that simple message—that social media is just people talking to people—got lost. Too many accounts are still stuck in that 1997 broadcast mode, which is a massive missed opportunity for anyone running or larger ventures.

The Art of Finding Common Ground

They say people like people who are similar to them. It’s just easier to connect with someone when you share common ground. For anyone in sales or marketing (which, let’s be honest, is everyone in business), finding that commonality is the first step to building a real relationship.

This is where social media is an absolute gift. People publicly share their interests all the time. You can see what they’re passionate about on their Twitter, Facebook, or LinkedIn feeds. They post photos of their hobbies on Instagram and their favorite videos on YouTube.

Some dismiss Twitter as people just talking about their breakfast or walking their dog. But what if they’re eating something you also love? You’ve got an instant connection. What if you have a dog, too? You can ask what kind they have or where they like to walk. That seemingly trivial post is an open door to a conversation.

I have old sales training books that recommend keeping personal notes on clients—their kids’ names, their favorite sports team, the car they drive. The idea was to always have a reason to call or something to talk about. Social media has put this entire process on steroids. What would those old-school sales trainers have done with the sheer amount of information we have today?

Facebook reminds me of my contacts' birthdays. People tweet about the game last night or what they’re watching on TV. This isn't noise; it's an endless supply of conversation starters for effective .

Staying in Your Contacts’ Line of Sight

In the past, staying top-of-mind was a challenge for small businesses. Larger companies with big advertising budgets dominated the airwaves. They could afford to be everywhere, all the time. Think about those “End of Season Furniture Sale” commercials. They don’t run them just once; they run them constantly because they know you’ll only pay attention the exact weekend you decide your old sofa has to go.

Today, small businesses have an even bigger advantage. While those furniture companies can broadcast constantly, we can constantly. We can have ongoing conversations about what’s important to our audience, ensuring we’re right there when they need us. Building an active social media following takes time and consistent effort, not a huge budget. And like those TV ads, the ROI isn’t always immediately measurable, which is why many give up.

But the trick is being present at the exact moment someone thinks, “I need someone who does what they do.” Proper isn't about shouting; it's about being a consistent, helpful presence.

The Nosy Shopkeeper Approach

Imagine an old-fashioned shopkeeper in a small town. It was their business to know everyone else’s business. They knew when it was Mrs. Smith’s birthday or that her son had just graduated. This wasn’t about being nosy; it was good business. It was about building relationships with customers on their terms, through conversations about their lives.

Modern loyalty cards, like the Nectar card, do the same thing digitally. They build a comprehensive record of our habits to understand us better. Social media lets you do this in a much more personal and authentic way. All the information is right there, yet most people still use these platforms to talk about themselves instead of listening.

A smart networker is always more interested in the other person. If you're , this mindset is crucial. When a contact gets a new job on LinkedIn, don’t just hit “Like.” Write a quick, genuine comment to congratulate them. Pay attention to what’s changing in their lives. Do they need an HR consultant because they’re hiring? Insurance because they’re moving offices? This information is a goldmine.

Taking Action in Unexpected Ways

If you really want to stand out, do something unexpected. A while back, I broke my ankle and was stuck on the sofa for a summer, posting about my misery on social media. One person, a homeopath I knew from networking events, went the extra mile. She mailed me some pills, a personal letter, and instructions on what to eat to help the bone heal. The cost to her was minimal. The reward? I’ll never recommend another homeopath.

Another friend was excited about her first skiing trip in years. A company that sells personalized gifts saw her post and sent her a branded tube of lip balm. Again, the cost was almost nothing. The reward? My friend talked about their kindness all over social media.

These people weren't selling; they were listening and acting thoughtfully. Instead of a generic Christmas card, send a real birthday card when Facebook reminds you. If a client is celebrating an anniversary at a specific restaurant, what would happen if a bottle of champagne was waiting for them, from you? Think about how you would feel. You'd be telling everyone about it. This level of engagement is what separates a simple contact from a lifelong advocate. It’s a core principle for any successful .

The Power of Listening and Sharing

When you see a contact share a link to their new blog post, don’t just scroll past. Take two minutes to read it. If you like it, leave a thoughtful comment and share it with your network. Not only does this strengthen your relationship with that person, but it also provides value to your own audience. You become a curator of useful information in your field, which builds your reputation as an expert.

Think of your network as your constituency. A politician who only shows up at election time asking for your vote is far less effective than one who engages with the community year-round. Don’t be the person who only appears when you have something to sell. Be the person who is always there—listening, engaging, and being genuinely interested in what other people need. When you do that, people will want to help you, support you, and buy from you when the time is right. That kind of engagement is powerful beyond measure.