I get asked to speak frequently about social media here in Utah. Not quite sure how it happened, but I enjoy these opportunities nonetheless. I typically speak to those in the real estate industry, as it’s my chosen profession. It never ceases to amaze me that while discussing social media, attendees are shocked to find out that I mostly interact with like minded professionals from across the country.
There seems to be this false notion that social media is some new version of direct marketing. I am constantly scratching my head as I scan the Twitter stream and Facebook wall and see REALTORS® blasting their listings out to everyone, or should I say anyone… It’s really quite sad that they don’t know their audience. I mean seriously, this is the equivalent of going to a party with a bunch of friends and standing up on the coffee table and screaming at the top of your lungs, “1854 Elm Street, 4 bedrooms, 2.5 baths, 3,400 square feet….” Yeah, that would go over well!
Back to the shock of my students regarding my social media audience – I choose to interact with these like-minded professionals because I 1. learn from them, and 2. have created an extensive referral database that will serve me, and more importantly, my audience well whenever a potential client might have a real estate need here in Utah or across the country. A perfect example of this is a tweet yesterday from someone I respect immensely and have learned so much from in the social media world, Michael McClure or @ProfessionalOne –
Take the time to figure out why you are engaging people via social media. If you don’t know who your audience is, then how do you know what message to send out? More importantly know what your audience is saying about you and your message –