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How to Use Social Media Marketing Tactics for Greater Online Visibility

by Reuben Fine

As you think about using SMM in your marketing mix, keep in mind that social media engagement is a dialogue, a two-way conversation, and active participation in the community is required. This calls for ongoing monitoring as well as dedicated resources for care and feeding.

Social media marketing (SMM) begins with a buzz -- some kind of message, video, tweet or posting that goes viral online. As community members tap into the buzz, they replicate it, become fans and promote it in multiple social media venues.

Social media content is published primarily by users, and SMM marketing messages are propagated through user participation and dialogue. This means that you have to be willing to give up control of your marketing message, and this can be risky. SMM campaigns backfire or simply fizzle if they don't fully engage and respect the users.

Marketing on Facebook: With more than 62+ million users worldwide, Facebook opens the door to a vast pool of potential prospects. You can leverage the power of Facebook as a viral marketing tool to attract fans and reach out to prospective clients. From your Facebook page, you can send videos, photos, messages or links to fans. Facebook even enables you to segment your audience by geography, age, gender and other factors so you can send messages to specific demographic groups.

It is important to engage your fans regularly on Facebook. Each time you send out a communication, you show up on their personal news feeds. This keeps you 'top of mind' with your fan base. But be careful not to "spam" them. Make sure your communication pushes are measured, meaningful, and relevant.

Tips for using Facebook effectively for marketing:

  • Post updates frequently with content that is fresh and interesting.
  • Supplement your Facebook page communications with a Facebook advertising campaign.
  • Participate in groups and other fan pages that reach your target audience.
  • Leverage mailing lists of other group or fan pages.
  • Create a Facebook application around your brand.
  • Encourage your fans to share feedback on your service. Of course, you must be prepared to receive this feedback -- whether it is good or bad.

Marketing on Twitter: One hundred and forty characters may not seem like much to work with, but marketers, politicians, celebrities, fund raisers, and other creative types have found ways to use 140 characters effectively to generate buzz about products, people or events, to promote ideas, and sway public opinion, to gain global attention for their causes, and to build credibility and influence.

Tips for using Twitter as a promotional tool:

  • Monitor your brand on Twitter; know who's talking about you and what they're saying. Twitter has a search engine to help you do this.
  • Connect with influencers, such as media types, bloggers and well known ipeople.
  • If you're a realtor or real estate agent, contribute to conversations about issues and trends in the real estate industry.
  • Send out frequent updates about your activities, open houses, and events.

Most Realtors use both online (Social Media) and traditional offline marketing (real estate flyers) strategies. Online marketing tactics should work in sync with traditional marketing efforts, and a client's experience should be seamless across all channels. No matter how small your business or how limited your marketing budget, you can use SMM to make connections and to engage in conversations with prospects, clients, peers and others.

About the Author: Reuben Fine is the creator of Turnkey Flyers, an online resource that helps real estate agents with their marketing by providing downloadable flyer templates, easy-to-understand video tutorials, and useful sales and marketing articles.

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