Always About Relationships

7 years ago by in Action Not Words, Featured Articles Tagged: ,

What will make or break your career in this business?


You have to ask yourself how good your relationships are with the people important to your business. Do they know you? Do you know them? Do you provide each other with mutually beneficial information?

Relationships are the two-way street. You can call someone and expect them to give without giving yourself. You have to learn and teach. You have to give and take. You have to ask and be asked.

Relationships today come face-to-face, online or in other virtual ways. All of them are valuable and you can do better to improve them always. Like that houseplant, relationships take time and care to grow.

Don’t expect to grow oranges on fruit tree without first feeding and pruning it. Its growth is stunted unless you give of yourself first and foremost without expectation of anything in return. The same can be said for relationships with our journalist or blogger friends. Know them. Know their job. Know how you can help one another to do your jobs better.

Take time out of your day to develop and maintain your relationships. Don’t get caught in your “to-do” list or in the day-to-day and forget it’s always about people and relationships. Spend as much time fostering those bonds as you do at your office with your coworkers. It will payoff handsomely.

As we widen our sphere of influence and those we talk to thanks to the social media revolution, it will be harder and harder to manage those closer relationships but we must. At all cost.



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4 Responses to “Always About Relationships”

January 20, 2010

I'm intrigued by the fact that you write about relationships, but I couldn't comment on your post on Isn't blogging all about building relatinsionships by engaging with people interested in what you have to say. So I came here and read with interest your perspective on relationship with which I agree wholeheartedly. But your perspective on ROI that suggests that “advertising will figure it out” by counting eyeballs is dead wrong. Counting eyeballs in social media is irrelevant and unworkable. Social media is all about building relationships and engagement. And we all know that we can't measure relationships by counting eyeballs.

PRGully PRGully
January 20, 2010

KD…on I contribute there but don't maintain the site or handle comments. I don't have Admin access there but I will send a note to the admin about approving comments…so I'd relax a little. it's not intentional to stifle comments or discussion.

Second, on my advertising comment there. My point is ad folks have a methodology by which they prove out the effectiveness of a campaign. At TurboTax, we use social assets in our advertising so you can see the ROI on advertising in the social space.

I don't think of social media as only in its purest form. Social media will work across traditional marketing channels as well. If you don't believe that's going to happen, I think you're being short-sighted. Eyeballs is only one aspect and only vital to one channel. Conversations and dialogue between brands and their customers is where the richest content will come. I've said that on numerous occasions on both blogs and when I speak across the country.

I think you and I agree on it all…just to clarify. Thanks for reading and I appreciate your pointed feedback.


January 20, 2010

Totally understand about Shamable.. As a measurement geek, I'd love to know how they assign ROI to advertising in social media. Are they tracking actual sales/leads? That would be very cool. And I agree about social media being just a piece of the overall pie. But my point is that counting eyeballs is a waste of time when we can and should be measuring actual outcomes, downloads, sales etc. especially for a product like Turbo Tax. Years ago I used to measure all of Turbo Tax's traditional media at Delahaye and you were always on the forefront of metrics, I'd expect nothing less today :)

PRGully PRGully
January 20, 2010

It's all about units…for sure. Sales is what it's about so there are ways to count from an online advertising perspective how social interactions and properties are relating to sales. You nailed it.

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