Having a Facebook page with thousands of “friends” does not make you a social media expert, nor does it make you successful in business. Tweeting everyday where you are makes very little difference to anyone but you, or perhaps your boss who thought you were at your desk working. Social media is not a strategy it is a tool, nothing more. 
Facebook does have over 500 million people now, but that literally means nothing to you unless you know how to harness those prospects. Millions of fly’s love a big steaming pile of horse dung, can’t get enough of it, but it is still horse dung and its value is limited to those who love horse dung.
Setting a strategy to use social media tools and sticking to it is essential in saving you time and communicating further and faster than you would have been able to in the analog age. Your ability to touch people on a continual basis from your phone or laptop is a huge business advantage, but it is easily and often wasted by people feeling that a little is enough, or a lot is just right. It is often said having the right tool for the job makes your job that much easier and this is true. In real estate our job is to let people know about property we have for sale, and our ability to sell their property faster and for more money. Our social media strategy can also include sharing of vital business information about changes in rates, new tax laws, new green initiatives, how to’s and more.
Set your sites on developing a system that allows you to reach more people, more frequently with less work. Sitting with your Facebook page and talking about nothing will make you nothing. People with thousands of friends and fans feeling they have accomplished anything amuse me. This wide net approach delivers essentially no value to you at all. 
On the other side if you delivered real value to 5000 people a day using these tools you would have something that will benefit your business. It all starts with you determining what your strategy is and how you will use the tools to implement that strategy. It is worth taking some time to think about how you can further automate all your tools so that you are not running from platform to platform grooming your sites. There are tools out there that can do that for you.
Today is the second meeting of the Social Media Breakfast Dallas organization. I was a member of the first group back when founder Bryan Person organized it in Boston in 2006. Here is a group that can help you sort out what you are doing, what you ought to be doing and how it all works. Check out the meetings held the last Thursday of the month, you will get further faster using the tools right.
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