Social media platforms, in their early stages, were bustling spaces of authentic conversation and connection. Brands that excelled understood that success in this realm was not just about broadcasting messages but about cultivating genuine relationships. The recent decline in social media investments, as reported in a survey of U.S. marketing leaders, signals an urgent need for brands to revisit this foundational mindset. It’s not that social media has lost its effectiveness; it’s that businesses have shifted focus toward treating it as just another media channel for paid ads rather than a place to foster meaningful engagement. In the quest for scale and immediate returns, the core value of social media—building strong, caring communities—has been overlooked.
IMHO, social media isn’t losing its potential; it’s simply at a crossroads where brands need to recalibrate their approach. The recent decline in social media investment reflects a misplaced focus. For years, the primary goal has been to leverage social platforms as channels for paid advertising, chasing short-term metrics like clicks, impressions, and conversions. However, this approach overlooks the profound opportunities that social media provides for building genuine relationships. Before the era of paid social media ads, brands thrived by using these platforms to connect, interact, and foster real, lasting loyalty. It’s time to bring back those practices and realign strategies to what makes social media invaluable.There are so many brands I used to interact with regularly, solidifying my appreciation and loyalty to the brand and empowering me to share those feelings with my various communities. And now reaching out via social media leads to either a bot reply, a redirect to standard non-human customer service, or a combination of both.
The essence of social media lies in its ability to foster dialogue and build trust. This is a concept I have championed throughout my career, including during my time at e.l.f. Beauty (then e.l.f. Cosmetics), OpenSky, and Collective Bias, where the focus was on creating interactive and engaged communities. The rush to monetize social media as a mere advertising platform has eroded this essence. Brands have come to rely too heavily on paid media buys, which, while useful for reach, miss out on deeper brand-consumer interactions. In prioritizing ads, brands are bypassing the meaningful exchanges that make consumers feel seen, heard, and valued. This shift not only diminishes consumer trust but also undercuts the long-term value that comes from nurturing loyal advocates.
Reclaiming social media’s potential involves treating it once again as a fertile ground for authentic communication, learning, and community-building. Brands will find value, not as easily immediately measurable, if they pivot from a mindset focused purely on transactional interactions to one that values the qualitative aspects of relationships. The notion that “A Network gives you Reach; A Community gives you Power” and “Networks Connect… Communities Care,” highlight this perfectly. Networks may boost visibility and broaden audiences, but true power lies in communities that care, engage, and advocate for the brand. Unlike mere connections, communities offer a sense of belonging and trust, which can elevate brand loyalty and customer lifetime value far beyond what paid advertising can achieve. By focusing on these relationships, brands can unlock a more sustainable and meaningful return—what I call Return on Relationship (ROR).
Return on Relationship goes beyond conventional return on investment (ROI) by focusing on emotional engagement and consumer trust. Brands that prioritize ROR understand that success isn’t just measured by immediate sales but by the lifetime impact of each connection they make. This can only be achieved by embracing social media’s roots: active listening, genuine responses, and a commitment to adding value to people’s lives. In this way, social media transforms from a noisy advertising space into a vibrant community hub where brands and consumers grow together. By shifting back to these principles, businesses can reignite the full potential of social media, creating not just reach but deeper, sustainable growth founded on trust and shared values.
PUT THE “SOCIAL” BACK IN SOCIAL MEDIA… Relationships are like muscle tissue, the more you engage them, the stronger and more valuable they become.