# Treat Social Media as a Relationship by Bryant McGill > “Many small businesses treat social media as a resented obligation that adds cost without adding customers. That resentment shows in every post. Approached as a relationship, the same tools become a source of trust, referrals, and loyalty.” > **— Bryant McGill**, *Social Media Is Social Through Reciprocity, Usefulness, and Service - Livestream (Apr 2016)* ## Sources and Context - **Source:** [[livestreams/Social Media Is Social Through Reciprocity, Usefulness, and Service - Livestream|Social Media Is Social Through Reciprocity, Usefulness, and Service - Livestream]] — exact quotation from the dated developed livestream document (2016-04-14). ## Related Articles and Collections - **Collection:** [[collections/Simple Reminders|Simple Reminders]] - **Article:** [[articles/Vertically Integrating an AI Superpower from AI Factory to Citizen|Vertically Integrating an AI Superpower from AI Factory to Citizen]] - **Livestream:** [[livestreams/Social Media Is Social Through Reciprocity, Usefulness, and Service - Livestream|Social Media Is Social Through Reciprocity, Usefulness, and Service - Livestream]] ## Related Topics - [[wiki/Relationship Marketing|Relationship Marketing]] ## Share on Social Media ``` “Many small businesses treat social media as a resented obligation that adds cost without adding customers. That resentment shows in every post. Approached as a relationship, the same tools become a source of trust, referrals, and loyalty.” — Bryant McGill, Social Media Is Social Through Reciprocity, Usefulness, and Service - Livestream (Apr 2016) https://bryantmcgill.com/simple-reminders-bryant-mcgill-social-media-as-relationship ```