There is an urgent call to action that cannot be ignored any longer by those involved in property.
Social media, like the internet, is here to stay and must be recognised as a major driving force in the way the world does business.
As an ideal medium for sharing knowledge and networking, Social media has improved the speed and efficiency by which businesses communicate with each other and the figures are already stacked up heavily in social media’s favour:
- 54% of the UK population are members of Facebook.
- Twitter would be the 12th largest country in the world based on its users.
- There are 750 tweets every second on Twitter.
- LinkedIn has more than 10 million members in the UK.
- Three million new blogs come online every month.
Consider that in 2012 73% of the top 500 fortune companies were using Twitter to talk to their audiences, so if large corporations are actively and successfully using social media as a major part of their marketing strategies, why are so many property professionals, particularly those in the commercial sector, holding back from seizing this heaven sent, cost effective, marketing opportunity?
The answer is simply fear and ignorance. There are many people who view Facebook as a medium purely for the younger generation, even though 35% of users are over 50. Plus, despite the fact that more than 16m people in the UK use Twitter regularly, there are still those who think that Twitter is a bunch of idiots babbling away inanely using text talk…
But by allowing their prejudices to hold them back, property companies, agents and developers are missing out big time. Because far from being a waste of time (another common misconception), social media is easily the most powerful business tool available today, helping businesses stand head and shoulders above their competitors and, most importantly, attracting new clients.
How to get ahead and stay ahead with social media
The old adage content is king is the number one rule when it comes to social media, so think about what you are going to say before you blog, tweet or post updates on LinkedIn and Facebook and resist the temptation to do a hard sell, which is just plain boring. The quality of the information you will be sharing will do your advertising for you and will showcase your expertise to an audience who will value your advice.
Blogs and News- don’t allow your web site to become a static brochure. Keep it refreshed and give it extra value with a blog or news section – just make sure you post regular updates. Both are excellent ways to demonstrate expertise/market knowledge and best of all you can promote them through Twitter, Linked In and Facebook. A simple Word Press blog can be used, which will invite comment and create dialogue with target audiences.
Twitter - Use Twitter to find details of property for sale and wanted, as well as new business prospects to start conversations with. Put links in your Tweets to share useful news and use Twitter to monitor your rivals. Make sure you add a Twitter feed (free courtesy of Twitter) to the home page of your web site.
Linked In - This is the most useful B2B social media tool and one that offers enormous scope. Use it to connect with people you already know and those whom you would like to know. Join groups relevant to your industry – there are plenty of commercial property/business groups and post comments, discussions and even jobs. Look out for property “advice required” type questions or “property wanted” posts and be quick to respond with an offer to help.
Facebook - Ideal for B2C use. Property companies and estate agents can have their own corporate Facebook page and can post property details, including photographs. Once you have 30 likes on Facebook you receive your own vanity URL, which is easier to promote, plus you gain access to insights about your activity. But remember, this should be a two-way conversation, so listen to what your followers have to say, ask questions.
So heed the call, join the social media party and start getting noticed. Because in 2013 social media is going to play an even bigger role in the world of commerce. And remember, the amount of work put into social media will be reflected in the results achieved. The more you do, the more you will get out of it.