Agents are delving in to the tech space and integrating social platforms in to their marketing, which is great, however there are times when there may be confusion about what is the norm and protocol in regards to how to act over social media. We have put together a list of 4 social media myths you need to ignore before they derail your social success.
Myth 1: If I engage with someone I'll automatically get a response.
Engagement can take to forms, genuine and not so genuine. If the engagement is genuine you should be focused on providing a solution for someone and helping them, if it isn't and you are trying to just engage them to supposedly 'like' your brand, you will end up falling behind. A lot of people out there chase responses for validation, whilst it may make them feel good for a short amount of time, this generally falls short if the content is not truly helping someone's needs. Focus on helping and engagement will follow.
Myth 2: Blast, Blast, Blast = Sell, Sell, Sell
Just because you put your content out over social media does not mean you will get a flooded inbox of enquiries. Focus more on sending your listing to prospective interested parties or at least people who will find the content relevant and interesting. Tailor your blasts to your segmented markets, if you have a group of first home buyers, don't blast them 1 million dollar plus homes. The more relevant the content, the more engagement you will get.
Myth 3: Just share your own content
This is a big no-no. You need to share relevant and informative content, and the chances are you won't be writing enough content to keep your audience engaged. You also aren't a copywriter, so focus on finding informative people who have valid content and share their content, sometimes add your opinion to their work so you are providing commentary and an expert opinion on current market stories.
Myth 4: All social platforms are the same
Before you start getting in to content and sharing, focus on establishing goals and a target market, then focus on which channels they sit on. Chances are that if you're dealing with 50+ buyers, they would be more inclined to read a blog but would most likely require stories personally emailed each week. If you are working with FHB's then focus on visual platforms, like instagram etc. Remember that you can send the same message, but say it differently across multiple channels to get different responses.
To be an influential agent socially it takes time, and it takes practice. You need to be willing to listen to your audience and hear how they engage with your content. Once you get that feedback, amend your content to what they want to hear. Make sure you keep the content fresh, relevant and engaging and you'll be on to something good!
About the Author:
Todd Schulberg handles all things marketing for Homely.com.au - Living and breathing property, Todd has a keen interest in the movements in the market and how agents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach.