This document discusses the importance of building relationships over social media and measuring return on relationship (ROR) rather than just return on investment (ROI). It emphasizes that social media is for facilitating relationships, not being the relationship itself. True relationships are built on interaction, consistency, being true to your word and genuine. The document provides tips for cultivating relationships such as listening, making it about the other person, asking how you can serve them, aiming for ongoing engagement and knowing your audience. It also presents case studies of how brands like Glidden and Nestle used influencer marketing to engage audiences and drive traffic.