The document provides tips on how to be successful on social media as a real estate professional. It discusses the major social media platforms like Twitter, Facebook, LinkedIn and YouTube. It emphasizes engaging with followers, providing valuable content, monitoring analytics and using tools to schedule posts and measure engagement. The overall message is that social media is about building relationships and being authentic while serving customers online where they spend time.

1. Be a Social Media King
Lane Sutton
LaneSutton.com
@LaneSutton

2. “Social media is
growing, and I’m
growing up with it.”
-140 Characters Conference, Boston, Sept. 2010, 13 years
old

3. The Big 4
 Twitter – microblogging network, wide-open, real-time,
search savvy
 Facebook – good for personal comm., and to “like”
businesses and become brand advocates
 LinkedIn – all business, all professional, job/networking
service
 YouTube – video sharing service, the 2nd largest search
engine in the world (after Google).
 The others: Pinterest; visual photos,
LaneSutton.com
@LaneSutton

4. How is new media changing?
 Mainstream media
 All about timing! Instantaneous, breaking
 Maximum visibility, needs a good copy/headline
 Need to be unique
 Have a presence
 Connected consumers – pixels of separation
 Relevance
LaneSutton.com
@LaneSutton

5. Stats
 Facebook: ~1 billion users, Twitter: ~300 million,
YouTube, LinkedIn: ~100 million
 56% of Americans have a social network profile.
 71% of people are influenced to make a purchase
decision based upon a social network and especially
their friends’ WOM referrals.
LaneSutton.com
@LaneSutton

6. The Fundamentals
 Engagement  Search rankings  Commitment
 Interaction  Community  Consistency
 Experimentation  Awareness  Give and take
 Exploring  Trust  Be compelling
 Listening  Likeability  Value
 Communication  Authority  Affinity
 Back and forth  Community  Influence
conversation
 Reciprocity
LaneSutton.com
@LaneSutton

7. Trends
 Mobile; apps; sites
 QR codes
 Viral videos
LaneSutton.com
@LaneSutton

8. Still skeptical? Benefits
LaneSutton.com
@LaneSutton
The Social Media Examiner – M. Stelzner

9. LaneSutton.com
@LaneSutton

10. Time Management
 Manage your reputation
 Monitor the “State” of your Brand
 Measure your reach
LaneSutton.com
@LaneSutton

11. Most Effective Timing
 Blogs: 9-11am for views, likes, comments
 Twitter: Late in the day, late in the week. Tweet more. Links
get more CTRs. 9-11am; 1-3pm; skip lunchtime
 Facebook: Weekends best
 In general: late in the week, late in the day
 For email: Early in the day, on weekends get highest opens.
 Tweet 15-25 times a day sporadically to increase following
most.

12. Who to follow?
 Find your industry leaders, start with Barbara and Dave
among others.
 Get the right insights, and take advantage of their
information that they share, assuming it’s public but
credit them. It’s mutually beneficial, Dave gets
promoted and you passed it on to your audience.
 Try Advanced search to narrow down your options.
https://twitter.com/search-advanced
 Twellow for a directory

13. When do YOU get the most
retweets?
 http://tweetwhen.com
 Customized graph of the reactions by time of day.

14. Dress Up Your Profile
 Dress your profile up with a headshot avatar.
Pages with a human avatar are more followed.
 Use a site like www.TwitBacks.com or Photoshop
one to create a custom background with a
background picture/logos, add in text to extend
beyond the 160 characters biography limit.
 For your bio, explain what your company offers.
What will you tweet?
LaneSutton.com
@LaneSutton

15. Pick wise keywords
 Hubspot has a keyword generator.
 Use industry words, but also ones that will pick up on
search engines.
 Accurately describe your position, interests, and about
you.

16. The Truth about Automation
 Look, it’s obvious… when you see those auto-DMs,
autoresponding emails from subscription signups, etc.
 I believe in real-time social media, the way you would do it in
person.
 I am okay if you schedule or automate content related
tweets, but be cautious about your timing.
 I’ve seen tweets that go out during the middle of a crisis that
are irrelevant (ex: CO Shooting, 9/11, Hudson Landing) and
are out of context.
 Don’t share out to every profile you have, it is repetitive if
you have fans who follow/like you on FB, Twitter, etc.
LaneSutton.com
@LaneSutton

17. Target your audience
 Use hashtags to categorize tweets and be visible under
that topic. #realestate #custserv
 FB ads can be targeted down to job, location, gender,
civil status, likes, interests
 LocalChirps.com for searching by zipcode, city, state,
town, zip, radius.
LaneSutton.com
@LaneSutton

18. DIVERSIFY!
 Spread your content out over your platforms.
 Do not post all at once and overwhelm your following.
 Instead, think of timing, and try to have a consistent
timing.

21. Don’t be a “guru”
 Be a speaker, official, author, occasionally expert.
 Those words work more effectively to increase
followers.

22. Time for Productivity
 Don’t fret the timing of your tweets to be most visible to
your audience.
 Use an update scheduling service based on past
activity and reactions you get from past tweets sent.
 Optimizes for most visibility… Buffer.com or
Crowdbooster or HootSuite’s built-in feature of
AutoSchedule
LaneSutton.com
@LaneSutton

23. Lead generation
 You need a landing page!
Have a destination for visitors after encountering you
on social networks.
 Subscribe box, to capture their contact info, direct to
your products/services.
LaneSutton.com
@LaneSutton

24. HUB!
 Boston’s known as the “HUB”
 Let your website or blog be the HUB of the activity, your
social networks, blogs, any page direct to your landing
page as the center of your action.
LaneSutton.com
@LaneSutton

25. LaneSutton.com
@LaneSutton

26. Blogs
 Position yourself as an industry expert
 Use LinkedIn Groups to participate in discussions and
gain your connection base.
 Gives credibility, and offers your own expertise.
 Must be helpful, tips, how-to, something of value. Non-
promotional here.
LaneSutton.com
@LaneSutton

27. Content is/was king
 Careful, we’re in an information overload society.
 Keep in mind – short attention spans
 Keep it simple stupid (ex. Viral videos – 1-2 mins)
 Short & sweet
 That’s why Twitter is popular – microblogs, constant
info stream, real-time, 140 char.
 Blog posts loved by search engines for rankings,
Google News
LaneSutton.com
@LaneSutton

28. Mckinsey; Brian Solis – The End of Business as Usual
LaneSutton.com
@LaneSutton

29. LaneSutton.com
@LaneSutton

30. Facebook
 Customize your page icon, timeline photo, and add
important events to your business.
 Promote to find fans, more closed unless you promote
your page,
 Use FBML to create custom tab pages or flash, text.
LaneSutton.com
@LaneSutton

31. Best Practices
 Make two-way connections. (You should be talking
to others, have conversations, engaging, and they
should talk to you - not one way)
 Be personable, the seriousness is gone. It is all
about adding that touch.
 Don’t over-promote.
 Don’t be a broadcaster. Be a creator, connector,
and engager.
LaneSutton.com
@LaneSutton

32. Best Practices (cont.)
 Tweet positive remarks, posts with “mistakes, NOT,
things NOT to do, worst,” etc. get less CTRs
 Less self reference, “ME, I”
 Keep a professional headshot and make it consistent
for followers to recognize you across the board.

33. LaneSutton.com
@LaneSutton

34. Relationships
 Just like real business, social media is about making
connections and building relationships.
 Do this by having conversation, by being authentic, and
by being reputable.
LaneSutton.com
@LaneSutton

35. Serve (with a purpose)
 Have a call to action in your marketing
 What is your purpose?
 Don’t sell. Offer something of value, stand out, be
unique. Be human.
LaneSutton.com
@LaneSutton

36. Consumer behavior
 What do we react to? What grabs our attention?
 What do I get? It’s all about me.
 Short attention spans.
LaneSutton.com
@LaneSutton

38. Be where your customers are!
 Have a website, make sure it is mobile friendly, have a
Facebook app built into your page.
 Check out Recake.com for $14-34 a month they can
build a custom web mobile site and Facebook app.
 Great for RE agents!
LaneSutton.com
@LaneSutton

39. Real Estate Marketing
 Promote your homes on social networks.
 Target your posts to ensure that you reach your
geographic area.

40. Subscribe to alerts
 Daily or various frequent digest of tweets – Twilert.com
and TweetBeep.com
 SocialOomph.com digest
 Reputation.com – services to delete bad posts
 Google Alerts – subscribe to search terms relevant to
competitors, your brand, names, products, industry, etc.
LaneSutton.com
@LaneSutton

41. Network with the influencers
 Check Kred.com or Klout.com (although not totally
accurate) for influencers within your field or network.
LaneSutton.com
@LaneSutton

42. BrandYourself.com
 Afraid of irrelevant links that pop up when searching
about you or your company? Bad links you don’t want
people to see?
 Use BrandYourself.com to create a page that includes
up to 5 chosen sites that are listed as favorite sites and
authorized by you.
LaneSutton.com
@LaneSutton

43. HootSuite
 An all-in-one dashboard for social network profiles.
 Combines Twitter, LinkedIn, and Facebook streams to
view side by side timelines and watch your main
updates, mentions, favorites, DMs, Sent, etc.
 Has specific time scheduling feature in 5 min intervals.
 AutoSchedule feature to choose best time to optimize
visibility.
LaneSutton.com
@LaneSutton

44. SocialMention
 Free real-time search tool
 Searches blogs, microblogs, social networks, news,
videos, images, etc for your term
 Gives stats like sentiment, reach, strength, top
keywords, hashtags, users,
LaneSutton.com
@LaneSutton

45. Measurement/Monitoring
 Socialmention
 Cotweet (best for firms)
 Bit.ly for shortening links – maximize your tweet
characters
 Facebook Insights
 Crowdbooster
 Sprout
LaneSutton.com
@LaneSutton

46. HubSpot & Eloqua
 Lead generation, SEO, marketing, social media
software
 Analytics for social media, links, SEO, websites
 Content management system
 Create landing pages
 CRM system
LaneSutton.com
@LaneSutton

47. Twitterfeed.com
 Write your blog posts, distribute them automatically to
social networks as they post.
LaneSutton.com
@LaneSutton

48. SocialOomph.com
 Follow-backs
 Send auto-DMs as soon as someone follows you if you
wish.
 Schedule tweets, and repeat updates.
LaneSutton.com
@LaneSutton

49. One last thing:
The great thing about the Internet is the power
of anyone’s voice. Make your updates
authentic as you would normally sound when
speaking. Social media can cut out the middle
man, and directly provide information between
the content publisher and the consumer, but
you as the real estate king or queen need to
give value and step in with what you offer for
content.