What you say on social says a lot about you. Garbage out – garbage back! Think about who you are talking to and what will interest them. Losing them is much easier than getting them.
Topic – How to kill your brand on social
Mentor – Joel Leslie
- You can promote your listings
- Not WHAT you promote but HOW you promote
- Like going to a bar-b-cue
Kevin Turner: This week with our guest mentor, Joel Leslie from propify.online. We’re talking about how you can kill your brand on social. Yesterday, we talked about the person who should be doing it, Joel. It led me into that’s the who should be doing it, but the what can really do also a lot of damage. Having the wrong person there can do a lot of damage to your brand, can’t it?
Joel Leslie: That’s right. We spoke back on having the right strategy and knowing your plan and how to access the right audience and the best way to do that. Then, of course, yesterday on who and the best person to do that is actually a community manager that can help you with that, management of social. That leads me into the understanding of it’s not just about putting properties onto social or it’s not just about putting photos, endless photos onto Instagram. It’s about having a targeted message and the right message that will reach the audience you’re trying to talk to, so the ideal campaign for that audience.
Joel Leslie: This happens in the US quite a bit is there is a lot of spamming in Facebook and Twitter specifically the same message over and over and over and over again. Because I’ve got a property I need to sell we are up to 60 days, I need to sell in 60 days. I promised the vendor I’d have it sold within 60 days and I’m reaching that period. I need to flog this house as quick as possible and so, they put in one property after the other after the other after the other. What ended up happening is that the user of that social media, whether it’s Facebook or Twitter, will actually block them. Instantly, they’ve actually lost and this is forever because the user doesn’t understand how to unblock them. They’ve lost that brand and that access to that consumer.
Kevin Turner: They’ve lost the whole platform. It’s a bit like a radio station losing its frequency really.
Joel Leslie: It is and if you think back to what email opt-in is like, we have to opt into emails now. You’ve got to think of it the same way. They need to opt into you and so you need to make sure that the message you’re putting out there isn’t going to make them opt out because the last thing you need is a block.
Kevin Turner: Once they opt out, they’ll probably never come back.
Joel Leslie: They wouldn’t know how. That’s the big issue with social. I’d really like to know from the listeners who actually knows how to unblock someone they’ve already blocked and specifically the brand.
Kevin Turner: Wouldn’t you just go in the way you blocked them and unblock them?
Joel Leslie: No, it’s a lot more complicated.
Kevin Turner: Is it?
Joel Leslie: You have to find them and then unblock-
Kevin Turner: I’ve never had to do it.
Joel Leslie: Yeah, that’s right. It’s not something that the average consumer and the average home buyer actually understands.
Kevin Turner: All right, so what’s the solution then?
Joel Leslie: Keep your content interesting and engaged and always back to your strategy. What does your strategy say and follow its guidelines. Don’t create content for the sake of creating content. If the story isn’t interesting, it’s not worth putting on.
Kevin Turner: The topic for today is all about spamming. Is spamming just doing the one piece of content more than once? Is that what it is or is it just-
Joel Leslie: Exactly.
Kevin Turner: … a spam is something that I think will interest you, but really it doesn’t.
Joel Leslie: Not really. Spamming is that same repetitive thing over and over again.
Kevin Turner: Yeah.
Joel Leslie: Within property, the issue that we face is that you might have five different properties. We got 10 Smith Street and Number 2 Main Street and so forth. Now if we put those five properties one after the other onto our Facebook or Twitter or whatever it might be, that’s considered spamming in the eyes of the consumer even though they’re five different posts, they’re five different properties. In their eyes, you’ve sent me a property five times. I’m not interested in seeing property. I’m here to do my social media with my family and friends, and you’re flooding me with these properties down through paid post.
Kevin Turner: It’s a bit like going to a barbecue, isn’t it, and you see someone in the distance who you know is going to be as boring as all hell and they’re going to tell you the same story over and over again, you avoid them.
Joel Leslie: Exactly and that happens, and then what happens? The consumer, they instantly will block or remove your post and you will not appear anywhere near them.
Kevin Turner: Great stuff. Joel Leslie. Joel is my guest this week and Joel is from propify.online. Tomorrow, Joel, I want to catch up with return on investment. Is it measurable and how important is it? Really, what the hell is it anyway? Joel Leslie, back again tomorrow morning. Thanks, Joel.
Joel Leslie: Thank you.
For more information, check out Propify.