Perhaps for many of these acronyms are not familiar. For others, the most knowledgeable ROR or Return of the relationship is known as the value accumulated by a person or brand due to cultivating a relationship.
As evidenced in a recent interview for MySmallBusiness, Ted Rubin itself, the marketing manager most often followed on Twitter and who coined that term, ROR is the value (both perceived and real) that accumulates over time Through loyalty or recommendations. ROR is used to define and educate companies, brands and people about the importance of creating authentic connections of interaction and commitment to consumers.
Rubin also highlighted the fact that people like to do business with people and companies that they like, respect and trust. So simple, if you only focus on money, many companies run great risks by completely obviating people.
On the role played by media and social networks in this formulation, the Australian manager highlights some of the virtues of these platforms whenever there is and are present the interaction and real commitment on the part of the companies that make use of them. Among them, the ability to always offer a solution or response in real time and at any time (24/7). However, Rubin also puts the negative side on the table when referring to the fact that most companies usually ignore everything that is truly valuable and simply aims to turn this scenario into a new battlefield for advertising and marketing . Companies that are not aware of it are going to fail.
It is clear that the term “social” refers to relationships, so they must be established through strong ties of commitment and responsibility on the part of those who seek to achieve their goal in social media. Thinking alone in the business without taking into account the real needs of customers is the biggest mistake, but not the only one.
If we are to maximize our efforts to reach a higher ROR, in addition to commitment, “listening” should be one of our top priorities and not launch to sell without gaining the confidence of people.
It is already clear that people spend a lot of time on social networks, but they like to spend time with people, not “logos”. Humanizing the brand is therefore necessary to provide it with a more personal entity with which to establish dialogues and conversations. And if social networks really are used to try to help, when problems arise and consumers resort to brand profiles to try to solve them, the worst thing that can be done is referral to a customer service contact.
Ted Rubin is clear in this regard. “Remember, social media drives engagement, commitment, and loyalty.” Aspects directly related to increased sales, so the efficiency of relationships equals the return on investment. “