If you are spending a lot of time within the social media properties like Facebook, Twitter and etc. you can easily notice that “Teletubbies” vibe going on – everyone is just so loving, kind and respectful:) Well, let me tell you this -  Social Media is no Teletubbia, in fact, if i have to compare business relationships within social media with some real life example it would  be far away from Microsoft couple’s example (advertiser vs. consumer)  – I would probably go for  “Rich daddy/Hustler” and the “Gold digger” girlfriend example.

Its not  a joke,  just be honest with yourself and you will see it’s true. Don’t kid yourself because consumers are so “after your money” – in fact we (Social Media Citizens) are the worst as we are  media and web savvy, we know what to expect and what we can and have to get for the price we pay, and, of course, we want to pay the lowest price possible for the best service available.

But the good  thing from the company’s perspective,  is that the “Daddy” (company) which is willing to make some effort (provide at least some  attention or monetary incentive) will never be left unnoticed, in fact he’s going to be repaid with much more at “his place”.

So here are these 5 reasons to keep in mind before going to engage in Social Media:

1. Time – If you don’t have enough time to spare for the  most important person in your life  just don’t do business with him/her, because it is simple logic – this person (consumer/your biggest stakeholder) will not have time to spend on you.

2. Resources – You always have to be willing to drop a penny here and there , just to make sure that your partner is happy (free e-books and etc). Don’t even start engaging if you are not sure about your ability to keep the conversation going. You have to have resources for consistent and continuous conversation.

3. Authenticity (not being yourself) – If you are trying to show off or to impress someone too much it can end up really badly. People will never want to come back to you if sell yourself too strong or  too quickly (i.e. from the first tweet ).

4. Openness - You just have to be open and transparent with you partners as without Openness and Transparency there is no Trust and without Trust there are No Relationships.

5. Love – An honest wish to connect and love  someone else – not just yourself would be required by the consumers. You have to love your customers first for them to start loving you.

Well just to sum up, I think like in any other working relationship, even if this relationship is between two really competitive sides if you just want take not to give your relationship is  damned to  fail.