Social Media Campaigns « 6 Degrees Group

Social Media Campaigns

YouTube Is Massive

WOW. YouTube has recently announced a huge milestone/statistic:

24 hours of video is now uploaded to the social video site every sixty seconds.

Just think about that stat for one moment. It may be hard to wrap your brain around the fact that for every second you are browsing YouTube, 24 minutes of video is uploaded to the site.

That is a 17% increase in upload rate from just 10 months ago…. An impressive increase by any standard and another statistic that video is here to stay and will become an even bigger player in your media mix.

More than two million minutes of video (or 34,560 hours) is now uploaded onto YouTube per day. Simply amazing!

The video site even provided a graph depicting its growth:

In less than two years, YouTube has doubled its upload activity. And of course, YouTube is owned by Google, so video will play an even more important role in organic SEO campaigns for your brand.

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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13
Feb 10

10 Social Media Successes that aren’t measured by ROI

The greatest successes you will have in Social Media Marketing will not be able to be measured by the number of followers and fans. It is natural to want to quantify the success of a campaign by a simple number count. Since the work performed uses digital methods, many assume all ROI can be measured by number of clicks, impressions, mentions and forwards.

Many of our successes come in ways that aren’t so simple to quantify, yet yield a much greater ROI than a number count.

We’ve compiled a list of 10 successes we have had in just the past 10 days:

Approached via Twitter with 3 free press opportunities in national industry magazines
Local brokerage Facebook page hosted our community Facebook page as a favorite
3 communities dominated top 4 Google rankings through organic SEO
Official Facebook page for a city hosted our community Facebook page as a favorite
Received 13 thank you notes from homeowners, area businesses and local agents
Well known shopping center hosted our community Facebook page as a favorite
Fielded 56 questions about our communities
Twitter lists created by 12 area real estate agents and businesses naming our communities
Architect made our community YouTube channel a favorite
2 homeowners offered unsolicited testimonials

How much value would you put on an article featuring your property in a national real estate magazine or a homeowner offering a testimonial for your community? What about industry professionals, like well respected brokers and architects, endorsing your property publicly?

Half page ad in a luxury magazine $4,300
Weekend 3column ad in local newspaper $2,440
Monthly PPC campaign $2,900
.com online listing $600
online banner ad $260
Happy homeowner referring local co-workers to your property = priceless.

Big numbers are great, but in our experience, the strength of your relationships with homebuyers and the local broker-agent community yields the greatest number of qualified, relevant traffic through the door.

Have you had any unmeasurable successes in your marketing campaigns? We’d love to hear of other examples. Share with us!

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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18
Dec 09

Relevancy Matters

Relevancy does matter.

Social media is not a numbers game. It is about building relationships with the right audience. It isn’t difficult to get high numbers of followers and friends if you are open to spammers, adult sites and those using social networks purely for self promotion. There are auto-follow controls and even viral services that help your cause if you care more about quantity than quality.

Why is relevancy so important?

Think in terms of a weekend open house. Would you rather have 15 interested pre-qualified buyers walk your development in a weekend or 30 warm bodies that included: 8 agents trying to price their own listing against your product, 12 out-of towners waiting for a nearby retailer to open, 4 girlfriends looking for decorating ideas, 5 people hoping to win a free lunch and 1 window cleaner looking to promote their services?

Those new to social media spend too much time worrying about how many people are following or friending them instead of who is following or friending them and what those people are saying.

It is easy to make the mistake of measuring success by measuring the number of followers and fans. They are (after-all) at front and center, an easy gauge. They do look like a metrics of some sort and are quantifiable. The challenge is to see beyond all of this and go back to your roots, your target audience (prospects, homeowners, broker-agents, local businesses and media).

Some thoughts to consider:

When a follower/friend Retweets or “shares” your content, where does it go?
Are your followers/friends geographically significant to your building?
Are they truly interested in learning about your community?
What motivates them to follow along?
Do they have influence on your brand?
Do they provide helpful feedback and add value to your content?
Are you providing specific, relevant content about a community and positioning it in the marketplace or is your community lost in the corporate brand?
Are prospects, broker-agents and local merchants connecting to your individual development and endorsing it?
What do the businesses/people that your community follows and those that follow you say about your brand?

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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1
Dec 09

Finding your Voice

In the world of advertising emphasis is placed on the voice that best represents your brand and appeals to your target audience. An advertiser will stress tone and rhetoric that can be carried throughout your campaign in order for your audience to identify with your message and your end product. Colors, font style and photographs are also hand selected to reflect the image the advertiser wants to portray.

Social campaigns add a clear voice to brands. They narrate the story behind a building and a community, allowing the audience to learn more than what may be found on a website or in a brochure. The bullet points come to life as they are expanded upon through video, photographs and article links. Neighborhood maps with points of interest are no longer static dots, as specific local amenities: entertainment venues, parks, retail and restaurants are featured to showcase lifestyle. A sense of community is truly built within a community. Opportunities for co-promotion and third party endorsements increase as relationships are built. Social campaigns have the ability to expand, adapt and deliver key messages to different market groups. It is where your prospects, clients, broker-agent partners and influencers will all convene to gather information about your product.

This brings us to the one crucial difference between how traditional and social marketing define a “voice”. In traditional methods, importance is placed heavily on the style of writing or “tone“, while social campaigns should be more concerned with value-added content or “message“. If you forget everything else, remember these 2 phrases when launching a social campaign: Be Authentic and Content is King.

Do not try to use social marketing as a traditional advertising platform with colorful sales language to pitch your angle. Instead, listen to your audience and deliver value-added content that they would find helpful. Feature specific amenities of your building by expanding your brand narrative to include content about a sculpture designed for your lobby entrance, low VOC paints, living roofs, concierge services and modern architecture. Feature special incentives, events and timely new release updates for your prospect and broker-agent audiences. Showcase your location within a community by spotlighting specific local businesses, events and service providers such as Movies in the Park, Jazz festivals, free tasting night at your local wine bar, neighborhood dog walkers and local moving companies.

While language use is still important, emphasis on “tone” should be reserved for web pages, brochures, press releases and advertorials. Social sites are places where “content” matters most.

Remember, the delivery of this content must be made in 140 characters or less using Twitter (including links) and 320 characters (with spaces) using Facebook, before expansion is necessary. This leaves little room for writers to showcase their skills. It does, however, open up an opportunity to add video that defines LEED or Green Point Rated, the Men’s Journal featured story about your neighborhood, an article in NY Times about your local gastronomical treasures or a homebuyer testimonial.

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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23
Nov 09

Print Advertising versus Social Media Campaign: Weighing the Pros and Cons

Our ongoing series about traditional media campaigns compared to social media campaigns continues with a tried and true old grognard…print advertisement.
Unfortunately, print media readership/subscriptions are down. Smart newspapers recognized this trend early and have been introducing digital media to clients in order to retain market share and survive this paradigm shift.

Once again, 6 Degrees Group views social media as a compliment to, not a replacement for traditional print media. In fact, there will be some very real opportunities to combine digital, mobile, social and new media strategies with traditional print in the very near future. We are quickly approaching some exciting times in the marketing/advertising world. For now, however, we recommend shifting your budget to cover a larger, more varied audience base. When allocating your marketing budget, why not substitute one week of display ad in your current newspaper’s classified budget and launch a social media campaign? For the cost of one week of display ad, you may be able to implement a monthly social media presence that can add valuable content to your brand narrative and help drive traffic to your website and sales/leasing office.

Print Advertising

Advantages

Allows you to reach a large audience in a geographic area
Fairly easy to update
Traditionally used to communicate inventory
Quick turnaround

Disadvantages

Expensive
Declining circulation
Static and limited text content
Short shelf life
Ad must compete with a clutter of competitor ads in one location

Social Media Marketing

Advantages

Cost effective
Allows for print, image and video to be effectively and engagingly utilized
Easily updatable in real time
Medium has interactive component – socially engaging
Compliments traditional media
Keeps campaign fresh with real-time communications and updates
Ability to be spread virally and endorsed by key industry and geographic influencers
Aids/Increases Search Engine Optimization (SEO)
Facebook has more than 300 million active users w/ fastest growing demographic 35+*
There are more than 65 million active users currently accessing Facebook through their mobile devices.*

Disadvantages

Takes time to establish campaign rapport
Creative content and research requirements
Management is crucial, yet time-consuming
Certain venues (Facebook, Twitter) require user membership (albeit free)
CRM required (ability for negative feedback)

* Statistics from Facebook, November, 2009

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

Social Media Campaigns / Twitter — No Comments
13
Nov 09

15 Reasons Why Broker/Agents Should Follow New Home Communities

At 6 Degrees Group, we recommend and create Twitter pages for our lifestyle communities, real estate development and builder partners in order to continue their community narrative, create brand awareness within geographic regions and build relationships with local partners. 5 key groups are embraced: Prospects, Homeowners, Local Business, Press and the Broker-Agent community. Because we are licensed Brokers ourselves, we understand that a strong relationship with the local Broker-Agent community is important to the successful absorption of any development.

By becoming a follower of real estate communities where you do business, you are able to keep up to date on the latest featured properties, incentives, events, new models or phases releases at the development. You are also reminding your clients, friends and followers that you have knowledge of these communities and are “in the know” by keeping in front of them. While they may not currently be in the market, your friends may know someone looking to purchase a new home in the geographic area that you specialize in or someone looking to sell at the building.

15 Reasons Why Broker/Agents Should Follow Real Estate Communities on Twitter

Trust – If you are associated with a product, buyers will trust that you know more about it than an agent who is not. Name and face association with a brand also builds trust.
Exposure – Be where buyers and future sellers are. Your face and name attached to a 24-7 online news feed increases your chance for new business.
Knowledge – You will have access to more knowledge than the website and brochure.
Communication – Be the first to know. Get the latest immediately - in real time.
Name Recognition – Your name, photo and a link to your web page is attached to the community you follow.
Expertise – Become an expert on particular buildings with access to updated, detailed information all in one easy to find location. Share your expertise with buyers.
Relationship Building – Engage, be genuine and build relationships by answering questions and sharing community recommendations. Show your support for a community, neighborhood and product. Be a part of the dialogue.
Rapport –Develop rapport with other followers as a recognized member of a community within a specific geography.
Commitment – Taking the time to follow a communities updates shows your commitment level to your work. You go above and beyond the expected.
Tech Savvy – Are you up-to-par on trends? Do you relate to your target audience?
Marketing – see #5 and #2 (Exposure + Name Recognition)
Events – Be invited in-person to network. Put faces to names.
Press – Receive access to relevant articles and press in one easy to find location.
Community Feedback – Get real live information on your niche market, it’s like a giant focus group with invaluable information. Listen up.
Referrals – If you aren’t networking via social sites online yet, you should be. Over 85% of buyers cite the internet as their first place to begin their search. Be seen. Be heard. Be knowledgeable. Add value to your service.

Recently, Twitter introduced “lists” as a way to organize and create categories of who you follow. 6 Degrees Group is using these lists to show appreciation to local broker/agents that follow our real estate communities by creating a custom category per development – tagged “real estate”. Essentially, this allows viewers easy access to identify REALTORs® and lenders that are “in the know” about our community and helps them grow their followers.

Some agents use Twitter purely to promote their listings and others use an 80/20 rule, tweeting personal updates with the occasional tweet about the local real estate market or a listing. Many follow REALTORs® in other geographic regions to create referral relationships, or follow REALTORs® at their specific brokerage to hear quick updates on listings. Some corporate brokerage brands have created twitter accounts to provide customer service and build local community relationships, while sharing helpful real estate tips and promoting a list of their agents.

Twitter is a platform where you can create new relationships, strengthen existing ones and market your service professionally. It allows you to engage in a dialogue with peers, endorse brands and promote services and businesses that you are passionate about. It also is a way for your audience to learn more about you. Do you specialize in a certain neighborhood, district or city? A type of real estate? Are you passionate about the “green” movement? Do you support local business? Are you a fan of contemporary architecture or local arts?

At 6 Degrees Group, we believe in community building. We use Twitter for our communities like you would a concierge or a relocation list. We tweet information about the local neighborhood/district, specials at your favorite wine bars and restaurants, announce art exhibits and free local events. We also follow local small businesses that provide valuable services to our communities and Re-Tweet (Forward) helpful tips, making it easy for local agents that follow our communities to share with their clients.

A list of our current new home communities can be found here @6_Degrees_Group/new-home-communities

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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6
Nov 09

The Importance of a First Impression

First Impressions -

We’ve all heard the saying – “you only have one opportunity to make a first impression”. While it may be a bit cliché, it is very true.

A positive first impression is an important start in building a solid relationship with your customer. This is true whether the interaction is over the phone, in-person or online.

It is important, especially in today’s economic climate, that you create a welcome and pleasant experience for your prospects and one that builds rapport with your current clients. Your marketing collateral, including your community’s online presence, must be appealing, compelling and current in order to stand out from the competition. Professionally-produced websites can have outdated news feeds, outdated images and preconstruction VR leaving viewers confused as to the state of the development. Blogs and microblogs often go ignored and aren’t consistently updated leaving the impression that new media is an after-thought or unimportant to its owners. It is crucial that your community’s presence be up to date; the viewing public is interested in the present and future, not the past.

Online media is often your first impression. Your social media presence deserves the same level of professional attention found on all of your marketing collateral. Too often we see Twitter feeds and Facebook fan pages with underdeveloped or irrelevant content. Often these posts look like an afterthought. The whole purpose of social media is to create an ongoing, up-to-date narrative that evolves into a dialogue of relevant and valued content for the end-user. If your property is not managed with consistent, relevant content updates that add value to the end user - your first impression will not be a favorable one. Bottom line – if you are going to use this media, be prepared to spend the time to use it correctly or hire someone who will.

Steps to Take for a Positive First Impression:

Create a strategy and plan ahead – plan a campaign with objectives
Post regularly - be consistent, avoid i-phone updates and randomly timed posts
Make it count – provide content that is relevant to each point of contact
Create value-added content – avoid speaking only about you – offer value to your audience
Be flexible – primary prospects, events and important news changes, adjust content accordingly
Be knowledgable – know your point of contacts and why they would find value in your content
Manage the campaign – immerse yourself and understand SMM strengths, purpose and guidelines

A fully-managed social media effort creates a dialogue and keeps your community in front of the major influencers – key to any successfully managed social media campaign. These key influencers include:

Broker/Agents
Prospects
Neighborhood Businesses
Press (New Media and Traditional)
Current Residents

Branding your community in today’s market is more important than ever. Consumers are looking to be informed in their decisions and are collecting information via online searches and opinions. More than 300 million people have Facebook profiles and over 50% of social media participants are now endorsing their favorite brands online. Twitter is becoming mainstream. Small businesses are cutting a larger market share by supporting one-another and finding new promotionl opportunities through local co-promotion events. Unlike static online advertising, properly managed social media marketing sites give your target audience a reason to return. Acknowledging that fact and commiting to the process by embracing new technologies and branding methods is essential to whether your first impression will be a lasting one.

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

New Media / Social Media Campaigns — No Comments
2
Nov 09

Think You Aren’t A Part of New Media, Think Again

There are a lot of misconceptions that social media channels and new media are only used by GenY and younger. Facts and statistics debunk that theory, but how about putting this paradigm shift into common sense examples in various age brackets?

I recently hosted a dinner party with friends and family from age 5 to age 66 at my home. It was a typical Sunday evening dinner: children playing tag, parents chatting over wine and parents of parents talking about their recent travels. But then something strange happened. Suddenly I was hearing very familiar terms like “Facebook”, “YouTube” and “Yelp” in each conversation. Immediately, I became intrigued…

While the 5 year olds played games on iPhones and pre-teens to teens were texting or showing each other photos and videos on their phones, the parents and grandparents were engaged in serious discussion over a bottle of Zin… My father hopped up from the table to change the ipod to some Ella Fitzgerald, while my mom got out her laptop to share some Flickr photos of recent travels. Several friends were discussing a new restaurant in the neighborhood and I overheard, “It’s fantastic. You should try it…I made it a favorite on my Facebook page.” Then the conversation turned to travel. “We had such a great time and the hotel was in the perfect location, so we could walk to everything.” ”How’d you know where to stay, if you hadn’t been there before?” “Yelp. We planned everything by doing a Yelp search – lodging, meals…” Meanwhile, two of my friends were discussing a local festival and one friend said to the other, “You always know about everything that is happening around here, how do you keep track?” “The other said, I follow all of our local spots on Twitter. You should totally do the same. A lot of local businesses give away discounts and free stuff.”

The topic of whether or not someone had responded to an Evite yet came up. Discussion of the grandkids pictures on Facebook came up, as well as, photos of a new home. The men gathered around the computer to show each other funny videos that they saw on YouTube, Vimeo and Facebook and were engaged in gut wrenching laughter. My father ranted about inaccurate facts on a blog forum he reads. My mom raved about how cool it is to get new Netflix recommendations because she can never remember movie titles that she wants to watch. When her friends agreed, she said “I’ll friend you, since we have similar taste in movies, and that way we can share recommendations.” They enthusiastically agreed.

We are already culturally immersed in all of the social media platforms, new media and technology at every age. Many of us are participating in reviews and providing feedback to brands, while others are using ratings and endorsements to guide our decisions. Think you aren’t part of the new media paradigm shift, think again.

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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22
Oct 09

“Build it and They Will Come”- Why it Doesn’t Work

It’s painfully true that you can’t simply build a beautiful product and it will sell itself, right? There are certain measures that we must consider from inception through completion in order to have a successful community. Location, Architecture/Design, Product Mix, Price, Demographics – these all must be considered for a successful development.

Essentially, it isn’t that different when developing a social media campaign. Build it and they will come…simply doesn’t work. Social media is not an advertisement for your brand. It is about engaging individuals, so that they can understand and gain affinity for your brand, thus driving them to make a purchase or to share your message with others who may.

1. Know your audience

You have to first know your audience and where they are before you can engage them. Identify your target market, what platforms they prefer, what common interests they may have, what topics would be of value to them and even what times of day they may utilize social media.

2. Put in the time

Often people have the misconception that if social sites are inexpensive or free, they can just throw together the minimum (create a presence) and it will do the trick. Quite the opposite effect, really. Social Media is a 2-way dialogue with value added content. Placing an “ad” in this medium will repel your audience and, in fact, may have a negative effect on your brand. It takes time to get it right. If you want your social media campaign to succeed, be prepared to put in the time or hire someone who will.

3. Commit

Commitment is key to the success in any campaign, but even more-so in SMM. Your audience can tell if you are using social media platforms on occasion and upload basic content that benefits – you. The wrong impression can easily be made by staff that don’t really understand the point, don’t really understand the platform and don’t really feel like they “have time for this”. You should not only have a team behind the scenes that is committed to consistency and quality of content, but also a team onsite at point of purchase that embraces the campaign. Social Media is about transparency. Your whole team must show commitment.

4. Strategy is not an afterthought

If you are going to roll out a social media campaign, at least get it right. Create a plan and have a strategy that is best suited to engage the end-user. Marketing real estate isn’t the same as marketing a pair of shoes or big corporate brand. At 6 Degrees Group, we understand that your brand’s target audience will change over time, depending on inventory, pricing, square footage, sales levels and even the style of your floor plan. Create a plan that will embrace your unique audience at key strategic times within your campaign and be flexible.

5. Play by the rules

There are both legal rules and rules of social engagement to consider. Make sure your community social campaign manager is up to date on FTC, Fair Housing and Real Estate Advertising Laws. Additionally, you should ensure that the person at the keyboard understands how best to respond to inquiries and feedback. Remember, an unlicensed person should not be answering any inquiries that require a real estate license. Social media is a conversation and responses regarding square footage and pricing are often asked. That is why we have licensed Brokers at the keyboard at all times. What are your rules of engagement? Social media marketing is a blend of customer relations, PR, marketing, networking and advertising. Campaign management is best handled by someone immersed in the technology personally and professionally, understands your brand, its key influencers and the etiquette involved in this ever-changing medium.

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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1
Oct 09

15 Bad Habits that will Kill Your Social Campaign

Social Media Misguided

6 Degrees Group recently met with a client to begin planning a new media campaign for a community; the client summed up what we have said, in so many words, many times over – “I’d rather not have a presence than have the wrong one”. Let’s sum up “what not to do” when participating in social media, shall we?

15 BAD HABITS THAT WILL KILL YOUR SOCIAL CAMPAIGN AND GIVE THE WRONG IMPRESSION

Vanilla. No custom avatar, no custom background or a page that is inconsistent with your brand.
Non-committal. Posting 4 or 5 times with all the basics that can already be found in your brochure or on your website, then walking away as if the job is done. Your property sits unattended and looks dead. You meant to use social media as an advertisement, but alas that is a big faux-pas & your target will notice…it should be an ongoing dialogue.
Inconsistency. Off to a good start and then it comes to a screeching halt. You’ve seen this. Check dates on postings and tweets of active pages, you will see what we mean. Our favorite no-no – PR or Media firms that upload 4 posts in a row and then nothing for a week or two, sometimes three. You can tell this a job to them, not a partnership.
I-Phone Uploads. This isn’t your personal site, this is a professional presence in a social environment. You don’t show up in sweats to the office, do you? An occasional simple I-phone upload is not going to look unprofessional, but consistent 1-line uploads – yep.
Quantity not Quality. It isn’t about #’s. It is about the right influencers within your target audience. Don’t cheat the system and end up with a huge random circle. Do find leaders in your industry, press contacts that may want to blog about your news, interests and geography that match your target audience. We realize this research takes time. Don’t take short cuts, this is important for the quality of your campaign.
Frequency. Too frequent = spam; Not frequent enough = disinterest.
(Know your target audience & what is important to them)
Lack of Links. We’ve seen this far too often. Your Twitter page and Facebook page should also link to each other and back to your website. Additionally, links should be included in Tweets and Postings. Include links to YouTube, Flickr and Yelp accounts, when applicable. One of the top benefits of SM is its value as a linkable campaign.
Adult Sites. They pop up, sure. Scan your followers and make sure to block them visually for your brand. We scan our accounts 2x per week to ensure a professional look. You should do the same. Beware of the auto-follow tools…your brand could end up looking like it subscribes to multiple adult channels.
Language and Tone. We’ve seen it all…from tweets that would most certainly violate Fair Housing Laws to swear words, inappropriate slang, consistent poor grammar and spelling to monologues purely about the community without value added content. Beware of companies that outsource internationally or delegate the job to a disinterested intern that is also tweeting about how boring work is.
Wrong Tabs for Your Content. You can customize Facebook tabs and yet so many pages don’t go the extra step to edit the tabs according to relevancy of campaign content. Often we see pages created with video tabs and yet no videos to view and a review or discussion tab with no posts and only 3 fans. While I am here, I want to mention the selection of wrong titles for your channels. It is important to use a descriptive and location when selecting titles. So many brands we see give no indication as to location or type of product. It becomes difficult to sort through the selection in cyberspace and this lack of description also makes it more difficult to locate your brand in searches.
Speed Dating. That is what we refer to when we see the mistake of jumping in and asking your audience questions or engaging them in a discussion before they have gotten a chance to know you. Too often we see a great question posed too early in campaigns and it sits unanswered. Awkward! Remember, it is give and take. Be patient.
Lazy Uploads. You’ve seen them. It may seem like a good idea at first. It does make your life easier to simply upload your blog or Tweets to your Facebook account, but it also makes it look like you are just trying to make your life easier. Is the same content repeated on all of your channels at the same time? Beware: This is how campaigns appear flat, lack dimension and engaging content.
Zero Following. You allow others to follow you, yet you follow no-one. What impression does that give? It says, I am here for a monologue, on my soapbox and I’m important. Pick 1 or 3. That is what the SM audience will think of you. Zero Favorites Pages on Facebook demonstrates lack of outreach and disinterest in networking with other local businesses in your network.
Lack of SM Culture and Etiquette. It’s an entirely new world out there. There are certain rules of participation (spoken and unspoken) that will make or break your reputation as a participant or simply another spammer/advertiser. Want to be credible? Become a part of the culture and learn the rules of engagement or hire someone that is immersed in the culture already.
Auto-DM. Its much better to send a #FF or a direct personal thank you for following. I used to think this was a nice feature (when I was a rookie), now I agree with the SM mob that find it irritating and spam-like. There is an entire campaign to un-follow any auto DMers out there. Did I mention that there are particular etiquette?

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

6 Degrees GroupNew Media for Real Estate Communities & Hospitality