What Does This Mean for Your Business?

“I am very disappointed in the LinkedIn 'Endorsement' option. What happened to true Testimonials or Recommendations? I have worked very hard to achieve my Recommendations and am very proud to know what people say about my services. I am now receiving requests from people I do not know or have never done business with asking me to endorse them. Honestly, I do not do business this way and if I endorse these people, my credibility will also be devalued. I also have received messages requesting me to endorse them but then say, 'If we did not do business together, disregard this message'. If we didn't do business together, why are you sending me the request? Basically, I believe they are just sending out a message to all of their contacts in hopes of getting endorsed.”

There is an endless discussion and debate on the value of social media. And in my mind, the "check-this-box" mentality doesn’t get us to the ultimate goal, which is creating valuable business relationships that generate or contribute to overall sales.

The ROI for social media is often in question. Generally, social media platforms are free, other than the time commitment. Done right, social media relationships go beyond sales. The connections create a unique, more personal bond, leading to a greater trust and loyalty to a company. People can choose whether this makes sense for their business. Endorsement may have a place in LinkedIn, but I still believe the connection value is built far beyond clicking an Endorsement or Liking a Facebook page.

For instance, recently, I have connected with Kathie Tratnik from American Ad Bag though social media. I’ve done business with her company before, but getting to know Kathie, even in what would seem to be an impersonal online forum, means that American Ad Bag is now my go to source for bags. I should add the company, beyond Kathie, is amazing to work with and that’s also why I am a loyal customer. But my social media relationship strengthens my business relationship.