Relationships with members of our target engagement groups are the key element in gaining loyal advocates, yet at the same time the lack of or low quality relationships can create activists who speak out against our brand or cause. We need to treat the relationships we build just like our finances; be careful to not overextend ourselves and dip into the red.

In today’s social environment news and even rumors can spread instantly through various channels, at times creating a monumental publicity hurdle to overcome. If we are investing time building networks of engaged customers and investing capital in those relationships we have a base of loyal advocates to work with in crisis. However if we do nothing to build capital and have liabilities then it is easier for activists to rise up against us because we have only a small group of loyal advocates interested in our brands or causes. By no means am I an expert on this topic however it is something I have paid close attention to over the last few years as I have become more actively involved in agricultural advocacy and watching the  social business evolution. » Read more..