Social Media works only because of one thing: Relationships.

The relationship between you and your audience.

Relationships between your audience and each other.

And even relationships between your audience and their audience/s.

And the only relationships that work long term follow the rule of the Relationship Bank Account: you can’t take out more than what you put in.

ps. How much should you ‘put in’? Marketing Psychologist, Robert Cialdini’s answer in his work on the Law of Reciprocity may surprise you!