Social Media Theory – As simple as attending a party!
- Ali Spicer
- Apr 16, 2018
- 5 min read
Social media can be an incredibly powerful business tool, but that power can sometimes leave the whole task feeling rather ominous. While you started your Facebook account to share pictures of your adorable new dog, Skittles, with your family and friends that live long distance, thinking about social media in a business context can turn what was supposed to be fun into a chore.
And to add to your new uneasy feelings about your Facebook account, you have at least 10 friends who are doing it totally wrong; who are posting picture after picture of the products or services they sell, forcing you into (instead of inviting you into) marketing groups, and spamming the heck out of everyone. After seeing it done so poorly, so often, it can be easy to decide to scrap the whole plan.
Easy there, don’t throw the baby out with the bathwater quite yet.
If you’re unsure of how to use social media in your real estate business marketing plan, when in doubt, KISS: Keep It Super Simple. While there are many texts available that can take you as in depth as you’d like to go on any social channel—and I encourage you to really dig in if you have any interest at all in becoming more skilled with social media—if your goal is simply to engage people on your various social networks, as a friend, community member, AND as a Realtor, think of social media as a party.
A party is a fun atmosphere where you show up to make new friends and provide value to the people around you. Here are five questions for you to consider to help you better understand how to start simply and effectively using social media to help grow your real estate business.
When you go to a party with a couple people you know and a whole lot of people you don’t know well (or at all), do you walk in the door shouting, “I’M A REALTOR, DO BUSINESS WITH ME?!” Obviously, the answer is no, you do not. You would never even CONSIDER shouting at new acquaintances at a party that they simply have to let you sell their house for them because you’re the best, so why would you do it online? Here’s an example: You’re scrolling through your newsfeed and see Melissa, the lady you just met at the PTA meeting last week, is considering doing some home remodel projects before selling her home, and she’s not sure what the best investment would be. Instead of shouting at Melissa to remind her that you do, in fact, sell homes and that you can get her top dollar in the shortest time in today’s market, simply solve her problem for her. Share an article you wrote about the top 10 home improvements that pay off for sellers. Or share with her a great contractor that could answer some specific questions she has. Be of service.
When you go to a party, do you go around with a stack of business cards, handing them out and asking for other people’s cards in return, before you’ve even had a meaningful conversation? The social media equivalent of this is telling others to go “Like” your business page, and in return, you’ll go “Like” theirs. Will this work? Maybe, to get you additional page likes. Will any of these people be interested in actually doing business with you? Not a shot, because they don’t know you, like you, or trust you. Instead of throwing your cards at people, make a connection on a deeper level through conversation and providing value. Example: Instead of adding several new contacts you met at the PTA meeting and immediately suggesting they like your real estate page, go connect with them each individually. Comment on Tom’s post about his latest hunting adventure and find out what kind of hunting he likes to do. Comment on Jennifer’s post about being an interior decorator that you’ve got a client who was recently looking for a decorator, and you’d like to know more about what she does to see if it may be a potential fit to refer her. Get to know people, and they will want to get to know you. Just because you give them your business card doesn’t make them any more likely to call you than you are to call them when you leave with a stack of cards from people you still don’t know.
Are you helpful, providing valuable information to others with no expectation of getting something in return? This is a pretty simple concept, and yet SO often overlooked on social media because it’s being viewed as “marketing.” Example: When you’re scrolling through your social media news feed, make it a goal to be able to provide value in some way to at least three people, in your field of expertise OR NOT. If you make this a habit, you will quickly become known at the type of person others can go to for the best information and great referrals. The opposite of this is suddenly showing up on long lost friends profiles who you’ve heard are considering buying or selling, with the sole purpose of getting something out of the communication to benefit yourself. “Cool cat pic. Hey, I heard you’re thinking of selling your house…”
Do you try to meet EVERY single person, or do you have a few great conversations? Are you looking to max out your 5,000-person friend limit, or are you looking to build a new connection? There seems to be a lot of confusion around this—I personally get friend requests all the time from people with 4,847 friends, with no introduction from them, and zero engagement even when I do agree to connect with them. Example: It would be poor form to walk around a party saying, “Hi, I’m Ben,” and walking to the next person and saying, “Hi, I’m Ben,” and turning on your heal and heading to the next, etc. You would NEVER do this at a party, but for some reason that is how many people think you should build your business on social media. Stop doing that! If you’d like to make new connections, then do so, and actually connect. Friending/following/connecting and disappearing not only doesn’t gain you anything, it may start to cost you some credibility.
The last, and perhaps MOST important question is: do you avoid the dreaded cocktail party invitations all together, because “networking isn’t your thing,” or you think it’s just a waste of time when you have “real” work to do? Much like the cocktail party, social media sure CAN be a waste of your precious, limited time if YOU decide to waste it. If you are intentional, if you show up to the party with the purpose of making new friends and providing value to others, you will make connections that will help your business without trying to do so. Stop passing up the opportunity to show up in the world as an expert and community leader to stay home and pout with your grumpy cat. You can and should join the social media party, just like you can and should join the cocktail party. The key is showing up FOR other people, not to GET other people.
Fine Point Transaction Management LLC is an Idaho based real estate transaction management company. We believe strong businesses are the foundation of strong communities. We exist to support local real estate agents who desire to build strong businesses through time-leverage.
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