Sometime last month, I met shashib for the first time in person. It was at Social Media Club in Falls Church, Virginia where Jim Long, the cameraman from NBC and the White House Press pool turned social-media mogul, was speaking to the SMC.

After the meeting was over, I introduced myself to shashib and discovered what he does. He works at Network Solutions, the 20th century era domain registrar that still charges $35 for a domain for a year. I don’t particularly like NetSol, but the fact that he worked there didn’t affect my opinion of Shashi (his real name is Shashi Bellamkonda) because he was my friend.

I don’t mean “friend” in the sense of what most of social media has turned into where “friend” is a status symbol of yet another person who you have chosen to follow or who has decided to follow you. I mean, friend, in the 20th century or earlier sense of the world – two humans having common interests and sharing a common bond.

I’ve given Shashi plenty of grief about Network Solutions. How the perception to me is that it is an overpriced solution that doesn’t offer much more than what you can get much cheaper elsewhere. I even gave him grief over last weeks kerfuffle about NetSol’s domain “holding” practice. I did, however, complement NetSol on their domain administration interface, something I have not used in years and is much improved and much more fluid than any other competitor’s that I have experience with.

But this is not about Network Solutions. This is about relationships.

Since last month, I have seen Shashi in person a handful of other times and he is as genuine today as he was before I knew what he did. It’s about relationship, and Shashi is my friend.

Marketing and communications in the internet world today has somewhere gotten lost. Somehow, it has become more about deceptive practices than it has about relationship. It’s become about trying to get you to believe something, regardless of whether it is true. Where is the integrity?

In real life, I wouldn’t expect someone who is a friend to try to deceive me. I would not expect lying or backstabbing. Not from a friend. The solution then for communications professionals to step back and determine what the best ROI for marketing. Is it a deceptive sales pitch, or is it “friendship evangelism”?

If Shashi started trying to sell me on NetSol out of the gate, chances are that today, we would not be friends. Instead, he established a friendship with me and has me seriously considering a little known service of NetSol. How’s that for evangelism?

* Photo Credit to Schmoozing