Facebook frustration, love for LinkedIn and Hello, Ello

by Kevin Hawkins on October 29, 2014

Many self-proclaimed experts tout the importance of social media in real estate marketing as if it were a nitroglycerin prescription for someone with a heart ailment. Without it you will die. And they get away with this B.S. We have to remember that social media are communication channels; and, yes, their power, their ability to engage and cause immediate action indeed can be daunting. But they are still just channels and they are not the only channels you can use to reach, engage and cause your target audiences to respond. In fact, if you use social media incorrectly it will become that other kind of nitroglycerin: It can blow up in your face, quite literally. Social media done correctly is as challenging and daunting today as Search Engine Optimization or SEO: Forever changing, requiring constant adjustments and what worked yesterday is no longer valid today. Step one: Only commit to what you are able to do well, even if it is only a single social media channel and stay committed. Step two: Know the social media channel well before you make the commitment and keep tabs on how it is changing. Look no farther than Facebook to understand the importance of Step two. Facebook follies There is nearly universal frustration with Facebook these days. I am frustrated by the fact I have to go to my wife’s timeline to see most of her posts because Facebook’s algorithm doesn’t think I’m interested. It’s makes zero sense. And it’s not just me. Two studies showed that 93.85 percent of the people we want to reach on Facebook might never see our posts, according to EdgeRank and Social@Olgilvy. Both studies showed that on Facebook, an unpaid post – called an “organic post” – will only reach 6.15% of the number of people who have liked your business page. Ouch. Couple that with the endless “improvements” Facebook makes (yes, I too get red-faced every time this happens and find myself Googling to locate the “most recent” versus “top stories” setting that FB has moved for the umpteenth time), it’s no wonder teenagers are fleeing Facebook for Tumblr. Still, Facebook still rules in social media. I’ve used “boost your posts” with incredible success. We simply have to realize that today’s strategy is moving away from organic to paid posts and follow-me advertising on the side. The result: Facebook may be frustrating the majority of us, […]