Today's Observer column by John Naughton contrasts the impatience of the market for immediate returns with the need for a long-term approach to social media engagement. He quotes blogger Michael Foley saying:
"It takes time to build relationships and develop trust, especially if you've been neglecting your customers for a long time – and most brands have. They're already suspicious of you because you're selling something. Real relationships aren't built on the salesman's need to move product on deadline. They are built on a mutual exchange of value over time. Don't think of your social media presence as an experiment, but as an investment so that you can obtain social capital in the long term."