Success in the world of social business is directly tied to good community management. Many companies, however, are much more focused on crafting a relationship than keeping it alive. This is the wrong approach.

After contact is made, one of the most delicate phases begins – and it doesn’t end in the simple CRM. It speaks instead of maintaining a high level of attention by constantly analyzing the needs of those who want to stay connected to you.

This balance is achieved by choosing the right content, using the right tone of voice, and using a specific time to promote a particular product or service. This is a blend of small decisions and choices that impact not only on ROI but on keeping alive a long-term relationship.