Status quo or stand up and command market share? It isn’t so simple to grab a piece of the pie when there are billions of social media users and companies searching for and sharing information. You need to find your niche, your voice or something that sets you apart from the rest of the digital ecospace to glean even a few minutes of visibility.

You don’t need to blend in with the rest of the crowd but rise above and be a little unique. Whatever that means to you, do it authentically. Do it from the heart.

Don’t think of social media as purely a soapbox to sing your own praises.  It is a tool to connect, share, educate and network, imparting value and enriching the lives of others. Be that someone that people look to for information and problem solving.

As you begin to develop your relationships and nurture your connections, the ROI is a natural occurrence when you focus on the real inherent value and purpose of social media – fostering the connections.

In a recent interview with my good friend and client, Patti Blackstaffe, president of Strategic Sense Inc, her thoughts about rising above the crowd were that too many people focus solely on the competition which only leaves them sitting WITH the crowd.  Her recommendation is to leave competition out of the equation and pay attention to relationships and collaboration.

In the interview she offered 3 ways to do this:

1. Analyze what kind of relationship the customers are really looking for

2. What they want to share

3. Getting to know them intimately

Here’s what Patti said about analysis:

“People are looking for connection, relationship – this is a relationship economy. If you are without a means or way of connecting with customers, potential customers and the public, you have no choice but to be left behind.

You don’t have to use every social tool available, but analysis of your market and the type of relationship your customers are seeking is vital for knowing what to choose.

Leadership is about connecting the dots from the lead seat in your company all the way to the customer, knowing what they are looking for from you, gives you the option of creating a relationship they can get from no one else.”

[Tweet “It’s all about customer interaction, not fancy webpages or how often you post #RelationshipShare”]

Patti goes on to talk about sharing:

“Looking for market share? Look for relationship share.

One example is NAISH a kiteboarding company – they understand how to market, how to reach their customers.  Do they sell kites?  Sure, but that isn’t their main market, their market is building an experience, and their customers cannot build an experience without the relationship factor.  Looking for video from them?  They share the video of the adventurous customers who buy their kites. How did they know how to do this?  They know their customers, intimately!”

Pertaining to customer intimacy, Patti gave this prime example:

“Does your executive, or even your sales team visit customers?  Knowing what questions to ask is great, but what if you created a “day in the life” program where you spend a day in the life of your top 4 customers, what would their work-day look like and what do they need?  Imagine a database filled with suggestions and solutions to meet customer needs, selectively using the many tools available to you through social media and other marketing genius, interact with them and make a difference.

This is how you increase relationship share!”

If you really want to stand out from the crowd, then build relationships. People buy from people. Add the human touch. Pull your focus away from what you want to give and get to know your customers and your audience by what they really need.

[Tweet “YOU are the CRO: Chief Relationship Officer. #relationshipmarketing”]

“Too many business owners and sales people try to sell their product or service, neglecting the fact that their customer is a person. In fact, the customer is a person who has feelings, influences and a mind of their own. They want to be connected with, and to trust and believe the person from which they are buying.” Rebecca Wilson