Focus Your Social Media Marketing
By NikNik · April 16, 2008
Ever find yourself in Facebook’s spine and wonder how the last 3 hours flew by and all you have to show for it are a couple of pokes and Funwall messages? It’s happened once or twice to me. Real estate professionals have a complex task when it comes to staying focused in the distracting world of social media. First and foremost, understand why you are there and develop a personalized strategy.
Social Media Marketing (SMM) is taking off as a standard soft sell approach to Internet Marketing. That doesn’t mean that some marketers don’t take advantage of networks and become annoying spammers. It’s the best social media marketing gurus that can effectively target, communicate, and appeal to a desired audience.
Social Media Marketing takes place at all your favorite social networking sites: Facebook, ActiveRain, RealTown, LinkedIn, MyBlogLog, Flickr, Digg, Stumbleupon, Twitter, YouTube, etc. These social media sites usually incorporate some form or mashup of news, photos, videos, podcasts and/or other creative applications. And the goal of a Social Media Marketer is usually to develop brand awareness, increase visibility, and encourage interaction through utilizing the social tools available to him/her.
Here are 6 steps toward focusing your Social Media Marketing:
- Take a test drive. Before you start taking the time to create a profile, at least take a look around and see who’s there. If your target audience is not at Elfwood, then why are you there? For real estate agents, I would consider starting at any of the following: ActiveRain, Facebook, LinkedIn, Trulia Voices, Zillow, MyBlogLog, RealTown, Zolve, and Inman. Visit each one for yourself. They often have similar but unique social networking features like emailing, Q&A forums, invitations, blogs, groups, sharing applications, referrals, etc. Think about the way in which you prefer to communicate and how your target audience will receive you. Then join the social media sites that best integrate your desired audience and communication tools.
- Create a detailed profile. Social media site profiles can vary from professional to pleasure, to a combo of both, or very limited altogether. Whatever the site, be detailed and original. Include any or all of the following: a recent picture, contact information, background information, work experience, hobbies, and any uniqueness you have acquired (a story, photo, etc) so long as it’s not freaky or makes us think you should be at Elfwood.
- Build your community. Focus on creating a network of likeminded professionals and targets. Communicate with your network by providing valuable information and transparency. Share your expertise and your uniqueness!
- Be a planner! Strategically contact your network with industry news or other business developments. Do not over message your network with useless tidbits or frequent updates. Plan on contacting your network around future events, product or service launches, and great blog articles. Be sure to support your marketing message with compelling content. If you are not sending a remarkable or helpful message, why bother? Now that doesn’t mean you won’t send thoughtful seasonal or birthday messages from time to time. Just stay away from rotating GIFS please!
- Call in a favor! Occasionally, you will have some gem of information or a spectacular business announcement (like a press release filled with exciting news). Maybe you’re launching a new single property Website solution and you want to share the news with your network….and beyond! Calling upon your network to spread the word by blogging, messaging, Twittering, digging, or stumbling your great info is a-okay! Just be sure to reciprocate when the table is turned. Be sure to save “favors” for big news and don’t ask for more than your share.
- Don’t be annoying! I don’t want to get your weekly music dedication or Funwall video. Unless it’s uniquely entertaining or informative. Don’t message or spam people. Nobody likes being bombarded with junk mail and that’s exactly where you’ll end up if you’re a spammer…in the trash!
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Tags: activerain, social networking sites, target audience, real estate professionals, networking features, media marketing
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Nicole,
Great post. I totally agree that this whole world of social networking can be utterly confusing and overwhelming to individuals.
My thoughts? Why does everything in the real estate world have to ultimately come back to the “generation of business” or “capturing of leads”? I think you touch on this with Building a Community and such, but I honestly don’t think that there is a better platform to gather information as to potential buyers and sellers, and their mindset. We spend millions of dollars per year on researching the behaviors of buyers and seller, when I think (and just my opinion) we could just go directly TO THEM and actually ASK THEM:
*What they want?
*What they like?
*What’s important to them?
*Why did you work with your last agent?
Etc….
Again, just a thought but a way that I feel you could brand yourself, understand your clients, and differentiate yourself all along.
“Build Your You Factor!”
Go Matt! I agree….I think interacting with buyers and sellers in a constructive and helpful manner is rockin’! Especially if you don’t go about it in a cheesy manner. Social networks can assist your online transparency efforts. So if utilized correctly (meaning be yourself and show us your expertise) they can be a phenomnnal tool….and NOT a big waste of time!
True dat. Read the book Authenticity if you have questions about NikNik’s suggestion to not go about it in “non-cheesy” manner. (Is that a technical term?)
Yes, and so is “Way Phenomenal!” Just ask my business partner Sarah!
I find this happening to me on ActiveRain, especially now with the customizer.
Those obviously are all great websites that you recommend spending time on. But one of the things I think bloggers can miss when getting started is figuring out who exactly their audience, making sure they write to this audience and use networks that target them.
For example, some of the above networks are primarily populated by other real estate professionals. If you are writing a B2B blog, then great. But if you can find social networks or groups that capitalize on your passions, I think this could be a big win. For example, if you are into horses, find some horse sites/groups and establish yourself as expert on not only horses, but someone who knows how to buy/sell real estate with stables on them.
Love all the tips though! Great advice.
Thanks for your input Sara! Identifying your message/expertise and matching it with the appropriate audience is key. As I mention in #1, taking a test drive to see who’s really at the network you are interested in is the first key to social media success.
I think it’s important for real estate professionals to also recognize that there are benefits to participating in both (1) a network comprised of other real estate professionals that will foster ideas, support, and linkbuiliding (EX: ActiveRain, RealTown) AND (2) a network comprised of consumers that will hopefully foster interaction, advice, trust, and leads (EX: Trulia Voices, Zillow).
Hey Nik,
Would you mind if I printed this out and used it as a handout to follow one of the classes I’m teaching agents on getting started using social media? I’ll make it look all purdy and have your contact info (name and link to this site) on it.
Let me know if that’s cool with you…
Thanks,
Jeff
Jeff- Go for it! I’m all about sharing helpful info and I’d appreciate the link to the site. You rock! -Nik
[...] knowledge, social marketing con flickr, un altro mooolto statunitense, un altro articolo (molto completo) sul libro di gillin, un suo rapporto su New Media, New [...]
I love that you are giving tips for staying focused with SMM but even then I am worried about the effectiveness of it. Are people seeing a good ROI from SMM compared to more traditional methods? Or is it just a big time waster?
Scott.
Well Scott, I don’t think it’ a time waster since I’m suggesting to get involved and get focused. Media is changing and there is a HUGE online audience. And just like traditional marketing techniques….consistency is key. So whether you choose to blog and/or participate in social networks or send postcards, it’s your repeat effort, professionalism, and expertise that will get you noticed and grow your sphere.
[...] with NikNik, author of “My Tech Opinion” blog who wrote a great post called “Focus Your Social Media Marketing.” NikNik listed six steps for focusing your social media marketing (read [...]
Hi,
One of the best Social Media Networking site is Widecircles which the social people and B 2 B join this site………………………
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Jhon
a href=” http://www.widecircles.com“> Social Media Marketing