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Personal Social Media Plan

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Real Estate Technology with eXp Realty

I’ve been spending a lot of time thinking about social media lately, we're two months into a company and social media launch of eXp Realty and I have had a lot of opportunity to run analytics on a various marketing strategies. Starting from the ground up it's interesting to watch a company from relative birth spread through the efficient and real-time web. We all know that in social media there is no one thing, rather a compilation of many things mixed with consistency, value and conversation.

With Facebook, Twitter, LinkedIn, Google and hundreds of other broad and niche social networks out there it becomes an important task to figure out what is relevant, how to engage and respect each online community while maintaining a consistent brand across them all, and somehow pull it all back together. Is what we're doing today going to work tomorrow? The only constant is change. Facebook and Twitter are powerful now, are they going anywhere immediately? No. Will they be around forever? Only if they evolve to something else.

All of this swirling thought mixed with the desire to coach social media newcomers the best, and most simple way to put this whole plan together, I decided to reign in my own social media presence; my brand. The following is what I have determined essential in the focus of my time and effort..

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Mentioned before, create consistency and interact. Interlink your personal website with your LinkedIn profile, give Facebook users a way to access your Twitter, etc.. That said I personally want to give all of the users from these networks a place to gather where I have the most control and ownership of the content. That thought lead me to create a "/me" page, a custom landing page on my own personal domain for all of my social network friends and visitors where I can control the content. I have the freedom of adding personal and company sites, projects and additional ways to connect while collecting analytics. I'm not the first person to create a custom landing page for social networks but it is something I am surprised not to see more of. The goal of this page is to provide the most targeted and most useful information to the visitor, immediately. Visit my "/me" page and let me know.

One step towards a complete social media plan (link to the original post on my blog).

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Christopher Johnston
The Johnston Team - Metairie, LA

I left the practice of real estate to start a degree program in Internet Marketing at Full Sail University Online. The education has been eye-opening and as techie and social media butterfly I have profiles at easily 30+ sites on the web. The problem is that this is impossible to maintain and for a business it would be disastrous. You need to pick the platforms you are going to be involved with and commit to them. With each new network you add time and resources to not only put content on that platform but to respond to request for info from those sites. If you have too many potential leads will get lost, your follow-up will suffer, and people will talk about it on each of the respective networks. Now your foray into social media marketing has become a PR disaster.

Dec 14, 2009 04:58 PM
Gabe LeBeau
eXp Realty - Seattle, WA

Thanks Chris, I completely agree and stringing oneself too thin is the best way to do a lot and accomplish nothing. This is exactly what led me to write this post, organize what is most important first, determine where to spend the most valuable resource - your personal time. In my opinion the most important lesson is understanding that social media success does not come from signing up for the most platforms, but engaging those platforms with the most depth, participating in the community and providing value to others. Social media networks are not marketing networks they are communication platforms.

Judging by the numbers and where consumers are spending their time I make the suggestions of focusing time and energy, especially in the beginning, on a very small set of social platforms: A personal website, Facebook, Twitter and LinkedIn. Even balancing these few networks take a strategy to make sure one doesn't get lost for countless non-revenue-building hours. 

Dec 14, 2009 05:09 PM
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I'm a social Seattle real estate enthusiast at eXp Realty and Working The Magic that likes building brands.

This blog is about future technology, digital marketing, and growing a real estate business in today's real estate.


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