The purpose of social networking is to ‘connect’ with an audience. These are folks who are interested in information that you have to say. Your company probably wants to communicate current deals and promotions to a base of loyal shoppers. Maybe you engage them with interesting industry facts. Or maybe you are linking to an compelling post that was recently published on your company blog. Whatever the case, you attempting to interact with a important demographic.

So how does this relate to managing affiliate relationships? If your affiliate program is active and engaging it’s affiliates the way a healthy affiliate program ought, why not utilize every means possible to get that time sensitive information out to affiliates who could use it? A successful affiliate manager will tell you that communication is key.

Some affiliates respond best to phone calls and some prefer email or newsletters. But a growing number of affiliates are active in online channels like Facebook, Twitter, Skype, RSS feeds, Instant Messenger, etc. Why not meet them where they are?

Jerry spends a long night pouring his heart and soul into what he calls a “mission statement.” This mission statement, which started out as one page, then turns to 25, encompasses all of what Jerry holds dear about his industry and the clients he serves. It was created out of necessity. With so many in his line of work, doing all they can to make more and more money for themselves, not truly caring about who they represent or the overall health of their business. Jerry wanted to get back to a time when what mattered most was doing what was in the best interest of the client.

Jerry then makes a very bold and eye opening statement: “Fewer Clients. Less Money.” Don’t get me wrong… making money is good. But making money for our clients should be the main goal. Does the desire for company profits created an atmosphere that is detrimental to our clients? Are we taking on more, charging more, and giving less?

In the affiliate management world we sometimes see this very thing. Affiliate managers are given so many programs to manage (or in the case of in-house managers, too many other non-affiliate program related duties) that they start to feel overwhelmed with the workload. They are only allotted a few handful of hours per week on each program. The performance of the program is effected, and the affiliate manager is left frustrated.

At 27 Management Group we took a chapter out of the Jerry Maguire mission statement. Our credo should read: “Fewer clients, Added Value.”

But the crux of this rambling post is:

“The key to this business… is personal relationships.” – The late great Dicky Fox.

Dicky said it best. The key to success in this business is personal relationships. We live these words when building the connections with our network of affiliates. That’s what makes 27 so special.

• The affiliate management team should be driven by performance… but cautious of their client’s brand.
• The affiliate management team should be proud of their client’s products and services… and tout them often.
• The affiliate management team should represent their clients with integrity and character… by communicating to partners with respect.
• The affiliate management team should work for their clients as if they only have one client… with dedication to the clients Values and Mission.

These are just a few signs of what to look for in an outsourced affiliate manager. The best way to gauge if an OPM is passionate about their work is to get on the phone with them. And I am not talking about the company CEO or the Sales Rep, get on a “one on one” call with the person who would be managing your program. You want to feel comfortable with the person who will be your company’s voice in the affiliate community.