Consider reducing the amount of money that you spend on other marketing tactics that produce little results and are hard to track. And, instead of sinking money back again into these unproductive platforms, reserve this money for advertising via social media. Relationship capital is certainly not something that you can buy. It’s something that’s earned over time and these days, a strong social media marketing strategy is your ticket to relationship capital. Therefore, your business simply can’t afford to not have an active social media presence.