Relationships with Groups

The challenge for anyone who has anything and wants to distribute it through social media is, obviously, how to get it into the correct groups. How to build a relationship with a group so that it s members get what they want, which is your stuff.

For example, if I sell refrigerators, I want to have a relationships with all the groups that love and talk about refrigerators. I also want to have a relationship with all the groups that think about the best ways to make refrigerator parts, and the groups that are talking about the future of refrigeration, and the groups that are wondering what to do with old refrigerators, and so on.

But if I'm a news organization, what I'm producing is focused on something different every day. Certainly there are groups around that talk about news in general. But that's not the way networks work. They focus on niches.

So if today I'm talking about tattoos (as WBUR was on this On Point show) I have to find a way to make relationships with groups that talk about tattoos today. But it's going to be a relationship that only lasts a day, because we won't be talking about tattoos tomorrow. And relationships don't work like that. Relationships are more than a day long.

So what's the solution?