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An interesting topic came up during dinner with friends a few nights ago. The question of whether social media is more effective than traditional face-to-face interaction for relationship management.
The context for discussion wasn’t business relationships. I was also not keen for a protracted debate. So when invited to share my views, I delivered the classic counter. “It depends on whom you’re working on.” That satisfied the one who was asking. He continued to explain why he felt face-to-face interaction retains an upper hand over electronic, mediated social media exchanges. I listened with quite a bit of amusement. In my head I was wondering whether my friend realised the whole discussion was meaningless.
Because social media and face-to-face interaction are modes of communication. They are meant to empower communications. Neither is meant to compete against each other.
And so the question is not which is better. The question should be how they could complement each other, how they could work together to enhance overall communication efficacy. In this case, relationship management.
Consider this. You gain a new customer. The customer discovers you through the Internet or otherwise. You meet the customer and leaves a very strong impression. Business is done and the ground is sweet for the next deal. Before that happens, the customer can instantaneously reach you by email or phone, or update himself about you by visiting your website. Your relationship is secure.
Consider this other scenario. You gain a new customer. You meet in person and that poignant face-to-face interaction leaves a powerful impression. Business is done and all seems perfect for the next deal. This is, till someone encourages your customer to check out another supplier. A cheaper, better, more efficient one. Your customer starts avoiding you. The relationship goes downhill. This continues till your customer reads a tweet about your immaculate good work. Or sees a FB share about a positive experience with your company. Or maybe, encounter a person who has seen one of these shares or tweets. Words are exchanged. Your customer gets the impression you are renowned and endorsed by many. He deeply considers whether it is wise moving away from you.
That is the true worth of social media. It is not only another way to expand or broaden your reach. When managed correctly, you set in place a viral system that grows continuously. A system populated by active humans who become your surrogate mouthpieces. This system negates the negative influences that begin the moment face-to-face interaction ends. Once you have a sizable following, social media can even transform into a dependable shield protecting your business relationships. Your customers feel safe in their relationships with you. They feel so for they see so many other people feeling the same way. In fact, to a certain extent, they might even turn wary of leaving you. Because, wouldn’t that be a stupid decision? Wouldn’t that be a decision many people would disapprove of?
Of course, social media is not without pitfalls. Good news spreads fast. Bad news spreads like nuclear fallout. To reject social media for this reason however is foolhardy. As a system designed for easy connections and information sharing, social media counters the shortcomings of face-to-face interactions. It initiates physical contact. After contact, it preserves and enforces relationships. To put it in another way, social media extends that finite face-to-face encounter. You stay intimate in the customer’s mind, without having to be physically present all the time.
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communications, face to face interaction, relationship management, social media