Social media has fast become a powerful tool for businesses operating in a society that largely handles business online. According to a 2018 Sensis social media report almost eight in 10 people (79%) now use social media. Key factors driving this trend are increasing mobile access and older use adoption, so rest assured this is a figure that will continue to grow.
The Real Estate industry as a whole, I believe, have a long way to go to capitalise on the role social media plays in consumer communication. Many business owners I talk to say they simply don’t “get” social media. My response is: you don’t need to know how it works, just utilise it in a way to build momentum and effectiveness. It is easier than you think.
Visibility creates credibility
What are you currently doing from a social media point of view? Don’t be embarrassed to say nothing – you’re certainly not alone! But by the end of this article I want you to be open to creating a social media plan – something you can implement this month. It’s no longer an option not having visibility in this space because it is likely that some of your customers will want to get information from you and about you via a social network.
So buckle up and enjoy the social media ride that is taking the world by storm.
Understanding social media
At a basic level, social media can be understood by knowing the channels, dos and don’ts and learning the language of the platform. Here’s a snapshot of each:
- Top channels of social media
- Facebook remains the largest social media channel with 94% of social media users on the platform.*
- Visual Platforms continue to grow in popularity, with Instagram seeing a 15 point jump in users from 31% t0 46%*
- 18% of social media users use LinkedIn*
- The dos and don’ts of social media.
- Use a Mix of professional and personal updates, 4-7 times per week
- Engage with your followers (like, comment, tag, share information)
- Provide value with images, articles, market knowledge
- Rant or be negative
- Overshare personal information
- Ignore comments and likes
- Use bad grammar
- Mastering the language
Remember it’s social media, not business media so anything you post should reflect that. Other terms you need to be across:
- Like – I enjoyed your content
- Status – allows you to post updates
- Tag – identifies a person
Social media strategy
A social media strategy defines how your organisation will use social media to achieve its communications aims, and the supporting platform and tools needed to achieve this. It can be broken down in to five main focal points:
- Establish goals
- What do you want to get out of social media?
– Deepen existing relationships?
– Highlight your competencies?
– Stay on top of mind?
- Narrow your focus – pick two or three channels to master. As a minimum I would recommend focusing on Facebook, Instagram and LinkedIn.
- Develop a content plan
- Create a repository of content that:
– Provides value
– Encourages engagement
– Builds trust
- Set aside 10 minutes every morning and afternoon for social media
- Set a goal – engage with one person each day on a social media platform
- Track and measure how you’re going
- Take time to look at your reach, engagement and growth per month
Social media has tremendous value for anyone looking to build awareness of their business, foster prospective customers and establish themselves as an expert in their industry. For further information about how you can make social media work for your business or to request a copy of our Social Media Strategy Guide, contact the team on 1300 273 785.