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The ABCs of Social Media for Real Estate

September 29 2016

HDC ABCs social media 1

The leaves are changing, temperatures are starting to drop, and the kids are finally back in school. In the spirit of the season, I'm going to give you a complete recap of key social media terms to help you build a solid knowledge base and strategy heading into 2017. (2017, already? Woof.) So let's dive into the ABCs (kinda sorta; they're in alphabetical order, at least) of social media and get ready to learn!

A is for Algorithm and Ads

Algorithms are sets of formulas developed to perform certain functions. In this case, algorithms are developed for social networks so that users see only the content that will be most appealing to their personal preferences. It's hard for businesses in social media to break through this algorithm and deliver their content organically to new audiences, which is why Facebook ads help businesses reach new community members. Facebook Ads help beat the algorithm and deliver content to more users than standard, organic content.

C is for Clickbait and Click-through Rate

Clickbait describes content written to coax audiences into clicking on it by using sensational or exciting headlines. Some popular examples include content like, "You'll never believe this before and after renovation!" or even, "This house sold for how much?!" These types of headlines typically have higher click-through rates because they are so exciting. This content can be great for lead generation when directed to a landing page on your website.

Click-through Rate is an important social media metric used to see how many folks are clicking through your content to a desired location, like a website or a new real estate listing. This metric is determined by dividing the number of times a visitor clicks through by the total number of impressions the actual content received.

D is for Direct Messaging

Direct messaging is a feature on almost every social site now that is reserved for private conversations. Potential leads and clients can use this to contact you regarding market questions or specific listings.

E is for Engagement Rate

Engagement Rate is another social media metric that is used to help determine the success of content. You can find your engagement rate by adding the sum of likes, comments and shares and dividing that number by your total number of fans or followers. Tracking this can help you figure out which types of content perform the best and can help formulate your content strategy.

F is for Fans and Followers

Your fans and followers are the folks that participate in your online community. This is a quantifiable number you can measure by tracking month over month increases and decreases.

G is for Google+ Business Listing

Part of Google's social network, having a Google+ business listing helps increase SEO by making you more searchable. It also includes links to your website, direct contact number, and reviews. A completed Google+ listing is a critical building block of a complete social media presence.

H is for Hashtag

Formerly known as the "pound sign," the hashtag (#) has taken over modern language and social media as we know it. The hashtag is used as a form of communication and assists in making your content more searchable within a social network. Hashtags can help your content organically reach a wider audience. Without hashtags, your content is visible to only your page fans; hashtags help you reach beyond that!

Here's a normal piece of content, and a piece that uses hashtags:

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The hashtags used above help you tap into local audiences by referencing the area your listing is in and its neighborhoods. Also, by creating a signature hashtag unique to your business (ex. #HomesbyHollyUtt), you make it easy for interested parties to access all of your listing posts. We'll get into more detail regarding the benefits of hashtags in my video!

L is for Like and LinkedIn

A "like" is a way for a member of your audience to communicate with you that he or she enjoys or approves of your content. A like can also mean that someone is subscribing to your business page to stay up to date on all of your content (and listings)!

LinkedIn is a social network specifically designed to connect business professionals with each other. This can be a great place to connect with potential business partners such as mortgage professionals, contractors, as well as potential clients.

M is for Meme

Memes are the basis of social media as we now know it. They are typically images or videos with text overlaid to describe the image and usually to tell a joke. Here are some examples of my favorite real estate memes:

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O is for Organic

Organic is not just for your food! In social media terms, it describes unpaid advertising efforts and relying on your community to interact with your content.

R is for Retweet

Retweet is a term used exclusively on the Twitter social network and describes re-purposing and sharing content. For example, if you see something you like on Twitter, you can select the retweet option to share it with your audience. Add your own spin on the content and it's solid gold!

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S is for Selfie and Snapchat

Selfie is just a picture you take of yourself and post to one of your social sites. Trust me, it's not vain—it's a great way to get exposure! Selfies at local landmarks, new listings, or industry partners can get your business a lot of great attention.

Snapchat is a relatively new social network that is part messaging service, part news network, and completely fun. As a messaging service, Snapchat allows you to send text, picture, and video messages to your friends—which then disappear within seconds of being opened! Don't worry, you can create stories and upload content that your entire audience can view, too. Follow your friends, favorite celebrities, and brands for a unique experience unlike any other network.

Check out Snapchat: What You Need to Know! (A Guide for People Over 40) for a crash course in this social phenomenon.

T is for Twitter and Trendjacking

Twitter is one of the oldest and most beloved social networks. With every content update being 140 characters or less, you can post as many updates as you like. The shorter updates allow this network to develop their vision of "the more content, the merrier." Use hashtags to make your content more discoverable and you have a winning strategy.

Capitalizing on current trends is referred to as 'trendjacking.' You can use this tactic to appear relevant and on top of trends. For example, if the hashtag "#mondaynightfootball" is trending, incorporate that phrase into your content to get extra exposure and join in the #mondaynightfootball conversation! It's a great way to show off  your social media knowledge and demonstrate your involvement in the latest trends.

That's it for our rapid-fast, crash course in social media definitions! Don't forget to tune in to my video all about hashtags for a complete tutorial to help you get into the digital conversation and stay on top of it:

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