Is Facebook and Twitter a waste of time? It is when you would be better off spending that time on other other marketing activities. Twitter and Facebook can be powerful marketing tools, but not for everyone. How do you decide?
If you are a business that people really don't use that often, I don't think you should use social media tools built for networking. For example, I think realtors are wasting their time on Facebook or Twitter if...their purpose is to find new clients. The average American moves every seven years. In between, those people are not looking for realtors. They're not really interested in following a realtor on Twitter or Facebook. I think the same goes furniture stores, carpet stores, and other businesses with an infrequent purchase cycle. These types of businesses should be spending their marketing time on other social media tools. But where?
When customers seek you out only every several years, you need to be ready when they do. You need credibility and authority. You also need to be found on the internet. So the answer is:
Credibility + Authority + Searchability = Blogs
So stop wasting your time marketing to potential customers on Twitter and Facebook and blog your way to new customers. Be there when they are ready to search for you.
But don't delete your Twitter and Facebook accounts. The real power of these platforms is networking. I use my Twitter account to network with other marketers and bloggers around the world. Your Twitter stream can be a great learning and networking resource.
So where are you using your social-media marketing time? How can you be more effective for your type of business?
For more information on social media marketing, see these articles:
Blog Your Way to Credibility and Authority
Social Media: What to do for your business.
What's the Best Business Use of Twitter?
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14 comments:
...except, that still means 1/7 of the Twitter/Facebook base *is* looking for a realtor. And given the rising number of users on Twitter and Facebook, that's still significant.
But your point about building credibility/authority/searchability through blogging is a very good one. I count myself among the guilty whose blogging output has gone way down due in part to all the time I spend Twittering. And you're right: it's helped tremendously for networking (probably the best online tool I've ever used over the past few years), but I've "lost" in other ways.
I feel your pain, Bryan. I struggle to find time to write my blog posts, and yet I always seem to find time for Twitter.
As to Realtors on Twitter; if they have the time, do both. But I don't think they should be Tweeting if they're not blogging.
I don't think your catchy title matches your article. Your not actually teling people not to use twitter. Also, I tend not to look at twitter as "Converting" my contacts, but rather to build relationships and leads build from that. The most powerful use of twitter is to get real time information. With the correct searches and filters twitter can be a most powerful source of information! That information is power.
Should you spend all day tweeting if your a local real estate agent...probably not. However, I would not overlook the power of the tools for industry trend information and building a global network.
I guess I'd alos like to day that facebook is in your title as well. Facebook gives marketers real powerful tool to reach a very niche audience. It also bases advertising by mentions.
Example: recently married and engaged couples tend to be much more active in their home searches. You could target those that have just changed their profile to engaged or married and in a very specific area. That could prove very effective if done correctly.
I guess my point is not to throw the baby out with the bath water but rather to explore the options.
I totally disagree and here is why. In networking I am not pushing myself as a real estate agent, just making friends and connections. Through these connections: directly linked to blogs, facebook and twitter I have picked up two first time homebuyers and two listings in the last four months.
I tell you what: I hope everyone assumes you are right. Leaves more opportunity for me!
There are all sorts of ways to promote yourself using Twitter or Facebook - We're a small wine shop, but we're doing a lot on Facebook & Twitter - we just launched a promotion for someone to win a B&B Dream Vacation along the Blue Ridge Parkway yesterday to see how very small "mom & pops" can use social media to get the sort of results that the big guys like Queensland and Goode are doing. We'll see if people are as competitive to get a vacation as they are to get a job. More info here: http://whyineedabreak.ning.com
@Keith You bring up some valid points, none of which I disagree with. But it seems that your suggestions are push-type marketing techniques. Are you suggesting searching Facebook and Twitter for prospects and then friending/following them to try to sell them? If so, then I would have to disagree with that practice.
Isn't Social Networking about creating new clients and networking? I have seen Realtors on Facebook and Twitter. Especially in MI they can prove this economy isn't as doom and gloom as the main stream media make out to be. Plus, with the facebook they can find out who is getting married and if they are looking for a new place to live.
I think Realtors can use Facebook more effectively than maybe Twitter. I still think this is a great place for them to be. I have seen people use it very effectively in their campaigns.
I disagree I think Facebook could help a Realtor to gain business. By keeping up with their friends lives they can find out who is getting married and who is getting divorced or what not.
By doing this and by sustaining relationships they build trust and they may be liked.
I am not saying Facebook or Twitter is the only way you market yourself but this is still viable today. Especially in today's society when all you hear is foreclosure.
@Leslie I think you actually prove my point, rather than disprove it. You take the time and make the effort to blog and you are rewarded for it. When I do a search for Realtors in Westfield, Ma your blog is in the top 10 results. Combined with your social media networking, it's a powerful marketing cocktail.
@Jamie I agree, a Realtor can get business from Facebook. I'm suggesting it's not the best use of time. There are so few Realtors out there blogging that the channel is wide open.
The question is why are Realtors so ready to jump in to Twitter and Facebook and not blog?
Well,
I agree and disagree with all of you.
As I tell my clients all the time, and work with them on strategy, there are as many different ways to use Twitter, Facebook, and the other channels as there are users. Sure, we learn what works from others, but then we adapt it to the way we work.
What works for someone may not work for someone else, and it is not the profession that will make it so. I know plenty of realtors that blog, and know some that did not work for them. It is not about the proper or improper use of the channel either -- it is about what works for each person, their time commitment, their effort, and their personality.
So, the advice is the same: do what works for you and your business, as long as you can make it work.
Jay-
Wow, you went out there and said it. Interesting for someone that uses both tools. I understand you're mainly referring to infrequent transaction businesses, and I agree to some extent.
I definitely agree blogging is the most powerful social media tool out there, and I don't think it gets the coverage today because it's just not as fresh. Once you create the content on a blog, one pretty much can feed it into any other platform like Twitter or Facebook. There will be so many more opportunities to use these feeds as the Internet evolves as well. If Twitter and facebook go away (or are replaced by the next best thing for some reason) all the content you create is not lost and continues to be searchable. Let alone the SEO one receives from blogging as you mentioned.
I think the challenge is that these tools stretch our time, and we must not get caught up in wasting time as you suggest. Twitter can be the biggest time sucker of them all, but is a great tool for connecting. I wouldn't be your 1st facebook fan without Twitter. Therefore, I do see value in these networks. However, I think businesses like the ones you have suggested can really create niches for themselves by participating in these networks regardless of their sales cycle.
To do this I suggest they participate is via blog feeds. Feed your blog into your facebook page and into your Twitter account. Focus on the content for the blog mainly, but create a plan or strategy to participate or engage on the actual networks and be consistent with it. Even if it's once a day for 30 minutes I say go for it, but stick with your plan so you don’t end up wasting time. These tools are no silver bullet for marketing, but they have become a part of the mix. I think people should find ways to use them that help maximize their time, and budget your time spent (even with a dollar value attached to it) just like you would for other marketing expenses.
Mark
Your point is very well-taken, Jay. Personally, I'm not selling anything and use social media for networking. I set up a blog mainly to experiment with search engine results. I was surprised how quickly my name moved up the pages and how it established credibility. Thanks for reinforcing the power of blogging.
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