Have you the 5 R’s in Place for Social Marketing

How to start social media marketing can feel overwhelming. Often I deliver business presentations on using social media, but I always start with the foundations. Without the foundations in place your social media, without understanding what is social media marketing…then your activity will not necessarily deliver the results you were expecting.

Social marketing is simple. It recognises two things

  1. That business is about people and relationships and you must appeal at this human level.
  2. That the web is a marketplace where potential consumers hang out – to research, to buy, to validate a supplier etc

With this in mind before starting …see social marketing as built through the 5 R's Model ….


  • Relationship – They need time to build they don't miraculously appear…so see it as a medium term strategy. Strong relationships need listening, openness, recognition, empathy…how can you show these business values?
  • Reassurance – People turn to the web to validate their decisions. How can you illustrate that you are trustworthy through…..case studies, reviews, responding, how to's, customer service etc
  • Right Fit – When people are on the net they are wanting to be informed, entertained, inspired or educated….to understand what tools and topics will deliver that, know your target customer and target market inside out. Don't be afraid to go niche and grow out…rather than aim to please everyone.
  • Research – If you were launching in China, you would research the market….look at the cultural norms….find the right place….the right offers….the web is the same. Participating and listening before starting, is a great way to start that research…after all you wouldn't launch in China without going there first!
  • ROI – Remember you are a business! Time invested is time taken away from other business tasks, so think ahead about how you will measure it's effectiveness e.g. leads, conversations, engagement, mentions, traffic etc……and monitor to ensure your activity is working and tweak where you see problems.
Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog www.theengagingbrand.com is recognised as one of the leading UK marketing blogs.


  1. staciburruel54@gmail.com'
    January 16, 2013 at 12:52 pm

    Thanks for these tips. It is, indeed, profitable for businesses to engage in social media marketing, as social media platforms serve as a convenient and affordable way to promote one’s brands and services. But when not done right, social media marketing might end up damaging your business and business image, instead of building it. These 5R’s would surely be a good guide for business owners who want to use social marketing.

  2. jeanbridges0@gmail.com'
    January 23, 2013 at 2:48 pm

    What a concise yet profound article! Everything you said here is true and will help those who would like to use the Internet to promote their businesses.

  3. tonigravely1@gmail.com'
    Toni GravelyReply
    January 27, 2013 at 4:06 pm

    Great information. These will definitely help with marketing on the social media and cyber scenes!

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