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
Tags: 6 Degrees, 6 Degrees Group, Facebook, Marketing, Marketing Strategy, new home communities, New Home Developments, Real Estate Marketing, relevance, Six Degrees Group, social media marketing, Target Market, Twitter
