Don’t Just Gain Likes – Build Relationships

By Crystal Childs, Founder and Marketing Director, Splash Marketing and Creative, and Common Capital Business Assistance Consultant.

We’ve been trained since day one to gain likes and followers on social media. We were told it will help our business build a reputation, gain exposure and drive sales. While this is of course true, it means nothing if we don’t take it a step further and build relationships with these followers. Social platforms such as Facebook, Twitter and Instagram are the perfect tools to connect with potential customers and gain their trust before they even enter our business.  

Show gratitude and appreciation to your followers and they will naturally want to do business with you. People want to do business with people and businesses they like and trust. That’s been clear for decades – possibly centuries.

Dale Carnegie, an American writer and lecturer said it best when he said, “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”

This is also true for businesses on social media.

How can we build relationships on Social Media?

Respond and engage.

Show your followers that you’re listening and you’re interested by responding and engaging to every comment, every post and every review. This will go a lot further than sales pitches and offers.

You may feel that you don’t have enough time to respond. Find a way. Make social media a priority and a part of your schedule.

Friendly’s, a well-known restaurant franchise that began right in Springfield, MA does an excellent job at building relationships on social media. They respond to almost every comment on their posts, they show some “fan appreciation” and they’re not afraid to respond to negative comments.

By doing this, Friendly’s has built relationships with their followers and in turn, built trust and loyal customers.

So, don’t focus on gaining likes, focus on building and maintaining relationships with your followers and you’re sure to increase your business, your online reputation and your followers.

“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.” –Maya Angelou

If you have are interested in learning more about social media marketing, or other small business topics you can contact Kelly Tiedemann, Common Capital Business Assistance Coordinator at