Do Traditional Marketing Rules Apply To Social Media – No They Don't!
Comments(0) Every day I visit real estate offices and talk with agents about how to improve their marketing on the web, and part of that presentation looks at social media strategies that are designed to improve their profiles on the search engines and open up new communication channels for them to network on the web.
Once I’ve done the presentation, I know a number of them will want to head straight to their office and try and get started on their social strategy, and unfortunately a great number of them will end up failing, why?
The reason a lot of agents fail is because they apply traditional marketing strategies to a new media environment. The rules that apply for print, magazines or brochures will not always work for you on the net or social media, you need to tailor or adapt your message to the strength of the medium and get an understanding of how to communicate to users of the new media. There’s a tendency to take what worked for you in one medium and transfer it unchanged into the new.
Social media is all about the sharing of information and not about product, yes that becomes part of the mix, but should not be the focus of your strategy. As real estate professionals, when you are in a social situation, what do people talk to about when they find out what you do? talk about the weather, no, I’m sure they will ask you about the current market and pick your brain about real estate and information. You’ll more than likely ask them to call you or hand out your business card and then continue to enjoy your social time. Social media is no different, it is not nor never was designed to be a commercial medium.
New research is backing up this statement with 38% of on line Australians today considering advertising on social media sites to be an intrusion compared with 29% in 2007.
So before you start, read this post, once you’ve read it, then and only then, put your plan into action. Design your strategy and think about how you are going approach social media or digital marketing.
Remember, it’s about sharing, networking and providing information to your future clients.
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