Make the most out of social media

According to the 2013 National Association of Realtors® (NAR) Member Profile, technology tools such as websites, social media and mobile apps are essential to Realtors®’ business success.

A growing number of Realtors® are embracing new technologies to attract buyers, including social media.

Fifty-six percent of NAR members are using social media while an additional nine percent plan to in the future, according to the member profile. The use of social networking is more extensive among younger Realtors®, with 79 percent of those 29 and younger using social media.

With technology constantly changing, it can be difficult to stay current with social media. Successful use of social media requires an understanding of its strengths, while acknowledging its limitations.

Here are some tips to help maximize social media tools:

1. Know what you’re using it for. The lines between them are blurring, but different social channels are optimized for different things. Be clear on why you are using each one and engage strategically.

2. Be social. Use it to broadcast, but don’t forget to use it to listen and discuss as well. And while it’s good to be prompt, it’s better to be right, so always think before you post.

3. Be engaging. What exactly constitutes engaging content is debatable but in a media steeped world, it needs to stand out. Be careful to ensure the content is relevant to your activities so that you can both speak to it with authority and build a reputation as a credible source of that content.

4. Measure. As with traditional media and investment of any kind, measurement of social media activity is crucial. The raw numbers can never tell the whole story, but a grasp of the basics – retweets, shares or page impressions generated by them – is vital.

5. Invest fully. Social media can be cost-effective, but it’s not free. It requires time and effort and that costs skilled staff and money. Be prepared to invest fully in this way to get the most out of it.