The Subtle Use of Social Media

We've covered a little bit on how to use social media to help grow your business. Like with everything else, there is an art and a science. The post on being social previously posted here is more about the science. This deals more with the art.

How do you raise awareness on social media about your expertise without being pushy or annoying?

The problem with overdoing it on social media, with any topic, is that you annoy people and drive them away. We all have that one friend who is way too politically active or loves shelter animals or posts those funny e-cards a bit too much, right? You get to the point that you either hide them, unfriend them, or just ignore them. It's a little like the old fable about the boy crying wolf. Well, we all know a Realtor or two that is guilty of that also.

On the flip side, at some point in your career, if it hasn't happened already, a friend will sell or buy a house without calling you. You'll be upset. They'll say something to the effect of, "Oh man, I am so sorry. I totally forgot you were an agent." One of the things we try to work with our new agents on is speeding awareness of what they are now doing. This is where the art of social media comes into play.

So, instead of posting a listing or open house (although there is certainly a place for that), try casual remarks or check-ins or some light-hearted content. Post something like, "What a beautiful day to be out showing homes." It isn't pushy. It isn't "sales-y". Check in at the office or a class. Show gratitude with a post like, "Man, I love working with great clients. Thanks Dick and Jane for the referral." Use photos that are lighthearted and fun. I have some friends who started a photo album several years ago called "How Not to Market a Home" filled with horrible pictures from MLS. They are hilarious and the album has a great following. It's a great example of some light-hearted content that, while not pushy, makes the implication that they are experts at marketing property and other agents aren't. It's genius and they are hugely successful agents.

Try it out. You don't have to post a bunch of stuff every day. These "art" posts can, and should, complement your "science" posts. Oh, and always like your own posts, especially on Facebook. It helps create engagement and your posts are likely to be seen by more people. This is especially true if you are posting to a business page.

Finally, don't pay too much attention to the people who talk about the inability to measure ROI in social media. They're right, but they're also wrong. Social media is more about branding and top of mind awareness than making the phone ring. Over time, like with all branding, you become the go-to for the people who see you online. Invest in that. Have a plan. Build your brand.