Too many small businesses treat social media like a bulletin board. Post, walk away, and hope someone notices. But social, when used to best effect, especially by small businesses who can dramatically change the course of their potential success, isn’t static… it’s a living, breathing conversation.
Posting is only the beginning. The real ROI shows up when you engage, respond, and build trust through interaction. That’s what Return on Relationship (ROR) is all about.
Every reply. Every “thank you.” Every small moment when you make a customer feel seen… those aren’t throwaway gestures, they’re compounding value. Each one is a deposit in the bank of loyalty and opportunity. Ignore it, and you’re literally leaving money on the table.
And here’s the kicker: when people post about your business, they’re giving you free publicity. That’s gold for small businesses desperate for attention. The cost of showing up with a like, a thank you, or a simple acknowledgment? Practically nothing. The value? Priceless. This isn’t just a missed chance when businesses stay silent… it’s a mindset problem. If you treat social mentions like background noise instead of invitations, you’re showing customers you don’t value the relationship.
The businesses that win understand this simple truth… Every mention is the start of a conversation, not the end of a transaction. Because in the end, conversation is the best content—and the brands that embrace that will keep customers coming back, again and again.
RETURN ON RELATIONSHIP adds more to ROI than meets the eye.