Building an engaged audience on social networking sites is an excellent way to increase your website’s traffic.
The question I want to answer is: ‘which social networking sites do we invest our time in and why if our goal is more traffic?’
How Can We Measure The Value of a Connection?
In an attempt to answer this question, I collected data from 5 of the most popular social media platforms. A Facebook Profile, a Facebook Page, a Facebook Group, a Google+ Profile and two Twitter accounts.
In order to compare sites side by side, I used this simple formula;
The same article and copy were used by myself on Facebook, Twitter and Google+ when posting. Those who helped out used the same article with a slight variation in copy.
Time of post can also greatly impact clicks and exposure, the posts occurred between 9am and 5pm est on a Tuesday or Wednesday. Each platform analyzed was updated once for this experiment and clicks were tracked using Goo.gl
Here are my initial findings:
- Chris Smith Facebook Profile 1,889 Friends and 2,667 Subscribers (4,556 total connections) 161 total clicks = .035 ER (Engagement Rate)
- Tech Savvy Agent Facebook Group (not actively updated) 556 Members 15 total clicks = .026 ER
- Tech Support Facebook Group (very active) 2,469 Members 56 clicks = .022 ER
- Jimmy Mackin Facebook Page 1,437 Likes 26 clicks = .018 ER
- InmanNext Facebook Page 6,014 Likes 79 clicks = .013 ER
- Chris Smith Google+ Profile in 3,127 Circles 20 clicks = .006 ER
- Tech Savvy Agent Facebook Page 20,466 Likes 87 clicks = .004 ER
- Chris Smith and InmanNext Twitter 14,311 Followers 60 clicks = .004 ER
Key findings:
My Facebook Personal Profile had the highest engaged audience with .035% of my connections clicking on my post
Now before you go promoting your business through your personal profile I need to be very clear on why I think this happened and how it can happen for you. I post MOSTLY random yet entertaining questions and updates on Facebook like “Guys wearing Uggs Hot or Not?” and “Let’s have some fun! Tag yourself in the bottle of beer pictured here that you like the most. I will drink them in order of the most tagged!”.
When I do post a link to my blog, the way I did for this experiment, I do so using jovial verbiage.
Talk like a person not a brand when using your profile. Think of it as UnCopywriting.
I also do my best to create useful, helpful and practical content when I do write. Useful, helpful and practical are the ingredients in my secret sauce. Finding a balance and voice that will work for you is not an exact science and takes time.
Pound for pound, my Facebook Profile had the highest Engagement Rate and there really was not a close second.
Size Does Matters
For those who think size does not matter online, may I point out that even though Tech Savvy Agent had the lowest CTR they had the second highest number of total clicks. Social Media is a numbers game if you look at it through this hub and spoke taught lens.
If your goal is to get people to your website – a Facebook Profile and a Facebook Group are both proving to be better options than Facebook Pages, Twitter and Google+ regarding clicks per connection.
Google+ Less Noise, Less Active Users
Sorry Chris Brogan. Most small business owners and web marketing branches of companies are still focused on using social media as a spoke through which to get people to their hub (website). I have been in a class taught by Chris Brogan where he drew this model on a white board and explained it clearly. The findings of this research would indicate that if I were following the hub and spokes model pictured at the top of this article I would look to Google+ only after Facebook Profiles, Groups and Pages.
Remember when Twitter followers were a bit easier to amass? Remember liking every Facebook Page thrown at you?
Google+ is bearing quantity for a lot of people in it’s infancy stage. The Engagement Rate of those connections however does not look good.
Facebook Groups Have Emerged As Highly Relevant, Pages Are Fading
I analyzed three very popular Facebook Pages of various sizes and age. Both Facebook Groups I looked at had a better Engagement Rate than any of the Pages. This may have been my biggest takeaway from the entire process.
Groups are winning because of the way notifications work. Facebook Pages simply can not compete with this as they must battle Edge Rank daily while Groups have powerful “Pull” capabilities.
Plan on Groups being a big part of your 2012 strategy. This is not a Group OR Page decision – it is a Group AND Page decision.
Facebook Profiles, Groups and Pages were one, two and three respectively when looking at Engagement Rate.
Poor Twitter
I have spent more time than is probably healthy building relationships and dropping links on Twitter during the past 3 years.
I have had DM’s that have led to multiple six figure business transactions.
I have had DM’s with six figure job offers in them.
When I saw that Twitter was dead last in clicks per connection it neither surprised me nor did it perturb me.
How often do you drop links when you text people? Isn’t texting still a valid form of communication?
The takeaway here for many should be just quit trying the link after link approach and instead start the one to one relationship or dare I say, ‘engagement firs’t approach. This would also apply to the Google+ findings.
Another factor with Twitter is the culture. It is very accepted to Tweet multiple times per day. Some people tweet a hundred or more times a day. This just does not work on Facebook so in that sense Twitter probably scores better if looking at clicks per connection per day than this format scored them.
WTDWTN (What To Do With The Numbers)
In a social media era where we have so many choices of platform within which to engage our customers, metrics like Engagement Rate need to be looking at closely.
You could complain below about how small the sample was.
You could also spend that time running the same kind of tests across your networks so that you start to establish benchmarks towards improving your brands performance across the most popular channels on the Internet.
In one sense I looked Engagement Rate.
In another, I may have stumbled upon the time best spent on the social web metric many have all been looking for.
Can’t wait to see what you write back in the comments!
December 29, 2011 at 1:20 pm
So, for Facebook Groups becoming part of the strategy for 2012, do you recommend agents start one group for say the area they service, and or maybe even another for buyers/sellers?
December 29, 2011 at 1:24 pm
I would be careful not to take on too much work at once. Creating a group is easy. Nurturing it and helping it grow to reach its potential is requires a lot of time and hard work.
I would highly recommend starting small with one group.
December 29, 2011 at 1:29 pm
Agreed. From a brand perspective, Pages are far easier to manage. I think the best way to get involved with groups is to find established ones that fit your needs.
December 29, 2011 at 1:34 pm
To date, I’ve started a few groups and enjoyed them, but just for networking with local agents. I figured starting a group on FB for buyers/sellers/area was a bit Spam-ish, at least in the beginning when you choose who to include in it. Starting small, letting it grow, is the way to go, rather than just throwing people in it who didn’t ask to be.
December 29, 2011 at 1:40 pm
Yes being in one is as good as starting one for those who are in the trenches the right way.
December 29, 2011 at 1:39 pm
I don’t do a bunch of analysis. Seems far simpler to just look at my sites Google analytics. Facebook referrals crush Twitter referrals which crush G+ referrals.
Of course Google searches are an order of magnitude higher than all the social networks combined. I mean WAY higher. Enough, seriously, to draw a conclusion that I really don’t have to put links on any social site.
The social sites do generate significant traffic, so I won’t stop. But Google searhc (at least for me, other’s mileage may vary) is still King.
December 29, 2011 at 1:42 pm
Jay as always you are spot on. However, I think that many out there may not be as savvy with things like analytics or even using them. T felt a snapshot like this may be helpful.
December 29, 2011 at 1:50 pm
SEOMOZ wrote a wonderful article on Twitter/Facebook impact on rankings (http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings). It’s hard to definitively say how much of an impact Twitter and Facebook have on rankings, it is clear that Google is using this data as part of their algorithm.
I haven’t read anything on G+’s impact on rankings but I’m sure we will see something soon.
December 29, 2011 at 1:55 pm
I think what Jay hit on which I didn’t at all is what if G+ becomes a major search play? Strong search still trumps strong social for business.
December 29, 2011 at 1:56 pm
For now, that’s absolutely true.
One metric we didn’t include, which would probably crush them all would be email.
December 29, 2011 at 3:11 pm
And to add to your point Jay, the concept of “permanence” has not even been taken into Chris’ equation. Our blogs will be “searchable” forever, whereas engagement about a particular subject on a particular platform will be temporary.
December 29, 2011 at 3:53 pm
Ines valid point but for this one article I had one goal. I certainly see the value in a permanence
December 29, 2011 at 4:44 pm
On another note Chris – I also think it’s important to point out that engaging the consumer as opposed to engaging the real estate industry are 2 totally different worlds. I was discussing this with a colleague and think that the effort is totally different. In addition to that, once you do engage the consumer, there are different types of audiences there…the ones that need your services immediately and those that will not need your services for years. I think you would agree that the results would be completely different. I would like to hear of someone in our industry that is using FB groups successfully with consumers (directly dealing with real estate).
December 29, 2011 at 4:53 pm
Ines I think clever marketing and interaction transcends industries. I also have no goal of selling my following something today. As I pointed out most of my Facebook Profile updates are completely “consumer” centric. I think they key is talking like a person even when you are operating as a brand. In any industry.
December 29, 2011 at 5:19 pm
Ines raises an interesting question that I hear quite often.
Linda Davis (A Realtor) started a group not too long ago with the purpose of connecting her community.
I believe this post really sums of the “ROI” of this group https://www.facebook.com/groups/235769079785494/330434443652290/
Whether you’re B2B or B2C, you must focus on empowering your group members.
Creating a place where people can connect, share ideas and openly discuss issues without fear of being alienated is CRUCIAL.
Personally, I believe there is no better place to build meaningful relationships than in a highly active group.
December 29, 2011 at 1:46 pm
“The question I want to answer is: ‘which social networking sites do we invest our time in and why if our goal is more traffic?’”
Thats the wrong question to bother to answer because ‘traffic’ is the wrong goal.
December 29, 2011 at 1:53 pm
Bob massive traffic is a by product of the right actions in social media. I know this as a fact. I am trying to help get people beyond the fact that they should be there and “engage”. I get that I promise.
December 29, 2011 at 1:55 pm
I think it goes without saying that we are talking about quality traffic, not just random visitors.
The end GOAL for any website is leads (or if you have an Ecommerce – transactions).
Getting quality leads starts with quality traffic…you can’t have one without the other.
December 29, 2011 at 2:19 pm
At the end of the day the opportunity that we should be looking for is where can we build our relationships and that’s why I love FB groups.~Twitter really is getting too noisy…needed to find a way to cut through it and develop the real conversations again. Great post Chris
December 29, 2011 at 3:05 pm
Teri Groups and my profile are my favorite places to hang out. It is probably why they also worked the best.
December 29, 2011 at 4:16 pm
Me too! When did that happen?? If you’d asked me yesterday I would have said my favorite place to hang is Twitter….but that’s changed evidently. Hmmmm.
December 29, 2011 at 4:46 pm
Hmmm this got me to thinking…I wonder if Facebook’s SECRET or closed groups would be an even higher click through rate? Because I feel more connected with those groups.
December 29, 2011 at 2:27 pm
I use my FB page in the comments section of articles to drive traffic. I stay off hot topics (Even though they get the most comments) and occasionally get trashed for being a Realtor but the traffic has been awesome. Many local papers are switching to this format to keep the comment section civil. In reality, people are just making fake profiles and are still being completely uncivil.
December 29, 2011 at 2:45 pm
Great stuff, Chris! I have a personal profile and a page on Facebook but never would have thought about developing a group page. Have a great 2012!
December 29, 2011 at 5:00 pm
Chris, I’m not getting a “reply” on your response – so here’s my response …sorry it’s out of thread
“Ines I think clever marketing and interaction transcends industries. I also have no goal of selling my following something today. As I pointed out most of my Facebook Profile updates are completely “consumer” centric. I think they key is talking like a person even when you are operating as a brand. In any industry.
Although I agree with the blanket statement that clever marketing transcends industries, I don’t think it’s a fair assessment to compare the engagement factor of an industry that is on-line and looking for like-minded professionals, to that of a consumer looking for real estate services. Two very different monsters and types of engagement. I still want to hear of an example of someone in our industry who is using FB groups successfully to engage the consumer directly about real estate services.
Anyone?
December 29, 2011 at 5:08 pm
Ines are you basically saying Facebook Groups will not work for the real estate industry? Working on links to examples now. Also how are you defining work? This excercise want meant to monitor closing just clicks.
December 29, 2011 at 5:19 pm
So is it clicks or connection that you were testing here?
And FTR I’m not talking about closings either…internet marketing is a lot more complicated than that.
From someone who has had both audiences: real estate professionals and the consumer, I can tell you that “clicks” mean nothing and should not be used as an end-all…but you know that
and I know this just an exercise. But the worlds of internet marketing to marketers as opposed to internet marketing for the end consumer don’t even come close to intersecting.
Can’t wait to see examples of FB groups
December 29, 2011 at 5:20 pm
Ines – see above.
December 29, 2011 at 8:39 pm
Jimmy, sorry, went out to dinner with family – I repeat what I told Chris on Twitter. Linda does an incredible job at creating “community”. She does this in many ways and I’m a huge fan – she has a written newsletter to her market place and has managed to mix platforms to fill the gap of communication with that community. She achieves “top of mind” as many of us do with different methods of internet marketing – but the question is, how many in that community will be real paying clients? It will be a minute part of her engaged “friends” on FB. And it will take years of engagements for many of those to actually become clients.
December 29, 2011 at 9:46 pm
Ines,
I asked Linda that same question back in October. Here was her response:
—————————————————————
Linda Davis
One of my most recent successes was during and after Hurricane Irene.The Town of Ledyard itself did not provide real-time information but even without electricity, a significant number of Ledyard residents were able to receive important information accessing my page and group with their smart phones. This group was then able to share this information with their friends and neighbors who did not have access.
Ledyard residents asked questions, shared information, and offered help and support, all without electricity. In the end, people called me a hero and asked for me to run for mayor. Since then I have received several calls for real estate information from people I interacted with in the aftermaths of Irene.
———————————————-
Any tool that gives us the ability to connect with consumers in a meaningful way is worth exploring. Many people are seeking “the guaranteed solution” that will help them generate business through Facebook and it doesn’t exist.
December 29, 2011 at 5:21 pm
I have to agree with Ines on this one. We are also not looking at competition. TSA and TSGforREA work because it is a collaborative environment of like minded pros looking for answers to question that concern their business. Plus a lot of us either know each other personally or have connections through existing members. The comfort level is set the first time you visit one of those groups. Buying and selling a home is a whole other ball of wax.
I personally would not feel comfortable asking or posting questions in a group of people I did not know or at least had a second degree connection with. I honestly believe you would not get anywhere near the interaction you or Jimmy see in a localized group because of these major differences in the dynamic of the groups.
December 29, 2011 at 5:24 pm
Derek you don’t think homeowners from a common neighborhood wouldn’t have a similar passion? I think your wrong about that. I think they would be MORE passionate than agents learning tech.
December 29, 2011 at 6:10 pm
You are correct regarding the homeowners on a neighborhood level. But with sellers, it’s a little more challenging because in most cases they already have a REALTOR connection and they turn every 7+ years on average. So I’m not sure if that would scale?
I guess I was looking at it from a buying perspective. Especially first-time buyers. I think they would be very intimidated to ask questions at the pace and level that are asked in the two aforementioned groups.
December 29, 2011 at 6:23 pm
For buyers Derek I agree. As for the 7 year challenge I see social done right as the answer! Problem is we will all be migrating from place to place online during that time. Right now there is an obvious preference being shown by Facebook to Profiles and Groups. I think this is an undeniable fact regardless of my data. I am hoping that the article will help folks better understand where the audience is right now.
December 29, 2011 at 7:07 pm
Statistics in a vacuum or outside of relative context are worthless. Further, formulas based on statistics that exist in a vacuum outside of proper context are worthless.
Let me preface the rest of my response by stating I believe Mr. Smith has good intentions. He’s trying to help his audience using tactics, and to a lesser extent strategies, that work for him.
Mr. Smith has a large Realtor following who hang on his words as marketing gospel, hence the Evangelist title he beacons. According to the all knowing Wikipedia: Evangelism refers to the practice of relaying information about a particular set of beliefs to others who do not hold those beliefs.
Realtors are Mr. Smith’s ‘consumers’ and he is paid by the owner of this site to drive ‘engagement’ back here accordingly. He does this very well… evidenced by his rudimentary ‘engagement arithmetic’, Klout score and sheer number of Followers.
However, as I’ve alluded to, all of this is less about math and science and more about religion (strictly from analogous point of view)… more specifically its about those looking for enlightenment, not engagement… which is where the disconnect between what is being proposed works for Mr. Smith rather than for his consumptive audience. Remember this when choosing where to waste, err, spend your time.
If every Realtor were to propagate Mr. Smiths advice and create Facebook Groups (or ___________ <— fill in the next anointed marketing panacea) the tactic would quickly lose any preferred engagement factor. When implementing Social as part of a marketing initiative, exclusivity reigns King. As group memberships increases, meaningful engagement declines. No barrier to entry = less competitive advantage = less reason to be *there*.
Again, I'm not bashing Mr. Smith at all. It just helps to know what is really being sold here… which are superfluous marketing tactics aimed at the real estate professional, not sales strategies with the real estate consumer in mind. I've watched the former sold under the guise of the later for a long time now.
I look forward to the day that the companies who walk the talk of helping real estate professionals close more business command the spotlight rather than industry neophytes. They're out there, they just don't need to evangelize their tactics and strategies, they quietly implement on their clients behalf, and both succeed because of it.
December 29, 2011 at 7:21 pm
Jeff the problem with your comment is that I can provide links like this one. https://www.facebook.com/groups/235769079785494/330434443652290/
An agents Group seeing virtually the same results.
You are well spoken but off point. If for the last 3 and a half years I had evangelized tactics and strategies that were superfluous and didn’t work why the loyalty boss?
December 29, 2011 at 7:19 pm
The readers of this blog are fiercely independent. To assume that the would simply follow Chris’ advice blindy is not only a wrong, it’s insulting.
December 29, 2011 at 7:25 pm
Thank Jimmy. As someone who is also in the trenches daily helping AND listening to agents I know you get it. It’s as if we just talk and don’t listen to our base when in fact our approach is exactly the opposite.
I am intrigued with the crutch that continues to appear around “this won’t work for anyone but you”.
Try before you cry and then I am happy to debate!
December 29, 2011 at 7:34 pm
Hi Jimmy- Not looking to insult anyone… simply voicing my independent, often contrarian opinion.
Hey Chris- Please don’t read this as any sort of personal attack… questioning your knowledge, intent or otherwise. Like I said, I think you’re genuinely trying to do right by your audience and you’re very good at what you do. We simply approach the industry from two different entrences, thats all.
December 29, 2011 at 7:51 pm
Jeff hard not to when this is a direct quote “It just helps to know what is really being sold here… which are superfluous marketing tactics aimed at the real estate professional, not sales strategies with the real estate consumer in mind. I’ve watched the former sold under the guise of the later for a long time now.”
To assume I do not have the consumer in mind because I am calculating clicks and data in this one article is wrong.
December 29, 2011 at 10:20 pm
Stating that your marketing tactics are more relevant to real estate professionals rather than real estate consumers is not a personal attack. ‘Superfluous marketing tactics’ is the equivalent of saying these tactics are redundant… and I have watched redundant social marketing tactics sold as proven sales strategies for a long time with very little empirical evidence to back it all up.
Your notion that Facebook Groups will draw better engagement is both true and flawed, IMHO. Everyone likes to be invited. It makes them feel picked, chosen, selected… special. Early on engagement within Groups would likely be robust. Until members discover that everyone else they know was invited to the same or similar Group(s), for reasons that are rooted in little more than to be marketed to. At this point the Network or Group becomes a commodity rather than a Community. This is a real conundrum for many iterations of Social based marketing tactics.
Re: listening to your base… then why not then cite their relative statistics rather than your own? Make it about them rather than you. How you attract engagement from real estate professionals is less relevant than how real estate professionals attract engagement from their consumers… which I believe was Ines’ point too.
Ironic that you referenced Linda Davis in your link above. I’ve known Linda for ~4+ years and she will be (was) the first to state (and I’m paraphrasing): that no social media or marketing play will make someone a better agent who closes more deals.
Seriously, I think it’s great that you report on recent trends and new innovations. I read about Voxer through one of your articles. Cool product. Do I think it’s a viable real estate application in the sense that it will help real estate professionals close more business and/or engage real estate consumers? Heck no. Is it a cool tool to communicate with your other ‘tech savvy’ real estate professional (and other) friends? Sure.
My thoughts are probably a little broad reaching and heavy for this one post, so I can understand why you may feel this is some isolated personal attack. I usually don’t comment publicly, but a few friends pointed me over here and I couldn’t resist throwing my hat into the ring.
Cheers!
December 30, 2011 at 7:12 am
I think your onto something Jeff. I have written 400 articles in the last 2 years. This is one. I addressed that this data wouldn’t be average user data but think it is still viable.
After reviewing your site I see your in the mortgage business. Would you say the platforms I am mentioning and testing are irrelevant to you?
I am convinced a Realtor, loan officer or Attorney or Restaurant owner or any other small business would see similar results on the platforms tested.
I try to lead by example Jeff. More leading, doing, testing and asking for feedback from practicing agents. Less thoughts. Hope more will join me in that mindset.
December 30, 2011 at 9:45 am
I used to own a mortgage brokerage, real estate brokerage and construction firm… and I used to write (a blog and for MSM) about the mortgage and real estate industries, to the tune of over 500 posts. Today, I work with companies who serve real estate and mortgage professionals.
The platforms you mention aren’t irrelevant to me, nor do I believe that they are they irrelevant in general. My point was and still is, your correlations and arithmetic in this post regarding engagement are off base because you dont use relevant sample sets or enough of them.
You’re a wonderful marketer and sales guy, Chris. If you’re going to do more leading, doing, testing, asking etc etc, I think you should tighten your methods a bit. If you’re convinced that any small business would see similar results, lead with well thought research… otherwise they are just thoughts.
December 30, 2011 at 10:15 am
Point taken Jeff we are also having agents now pull the same data.
December 30, 2011 at 7:13 am
Oh and Voxer is cool and I would never say it will help you close more deals. That would be a foolish statement.
December 29, 2011 at 7:46 pm
Exillerating discussion, you were right about that, Jimmy!
Ines has expressed (very eloquently, I might add
) an observation about social media marketing that I share with her. Creating engagement between like minded professionals on any social media platform is a much easier slam dunk than doing the same thing with a pool of potential real estate leads.
I’m not saying that it’s not possible… Just sayin’ it takes more blood, sweat, & tears to find your stride and to make it happen.
I also agree with Jay as to the future potential & value of developing Google+.
Chris, as usual, a very well articulated & provocative post… You never disappoint!
December 29, 2011 at 7:54 pm
Wendy why do you think it is so easy for CNN and Yahoo and Zillow and Inman to get so much consumer traffic?
I understand that they have a built in audience but as you know about me and the success I have had online I did not.
This is what gets me up every morning. That the exact same tools available to the aforementioned sites are now ALSO available to people like me and you!
December 29, 2011 at 8:12 pm
Wow! Guess I got some of the backsplash of your frustration over Jeff’s comment… Ouch! Don’t think I deserved that curt reply after complementing you on great post… Do you? :O
Repeating my observation… More challenging, but doable.
I agree… We do have acess to the same tools… Just takes more time to master them & to adapt them to our various audiences & niches.
That is why I have followed & admired you, Chris, for such a long time. I trust because I see.
Now…calm down, will ya? : D
December 29, 2011 at 8:37 pm
Sorry you took it that way Wendy. I really did want your insight into the first question I posed. It wasn’t rhetorical although I can see how it read that way.
The debate has seemed to steer towards it being either not possible or much harder to engage “regular” consumers about real estate stuff than Realtors about technology stuff.
I just see sites like the ones I mentioned as well as blogs like Curbed doing it at a high level daily both on their sites and on the social media channels I sampled.
Again sorry for the tone of the last comment.
December 29, 2011 at 8:53 pm
No worries… Let’s play the ‘tag the beer’ game again… Lots more fun anyways
Sorry for following the ‘detour’…
December 29, 2011 at 8:34 pm
+1
December 30, 2011 at 7:38 am
Fascinating dialogue. My now famous quote goes something like, “If your business is crappy, social media won’t help”. In my humble opinion, you have to build your business first, create systems, position yourself as an expert and then add social media. When I talk to agents, I’m amazed how many of them don’t even have a real database. I can’t even imagine.
I live in a small town. My first foray into social media was Twitter. Then one day I looked around and realized my community wasn’t represented there so I moved to Facebook where I found lots of my past clients and neighbors. My Ledyard Facebook Page grew quickly and now remains more of a town resource. The Mayor, Town Councilors and Town Departments post on it. When Jimmy Mackin suggested I start a group, I did and that has become a real happening place where neighbors are helping neighbors. It is the notification aspect of groups that make it work so well in a small community or niche. Do I get business from it? Absolutely.
December 30, 2011 at 8:36 am
Linda thanks for stopping by.
More important than any of the dialogue here is what you are doing daily for your local sphere.
It is to be applauded and whether it is Jimmy or myself or another agent who inspires people to try things, trying things is certainly a must right now with the rapidity at which the web moves!
Again thanks Linda!
December 30, 2011 at 12:01 pm
But Linda, you don’t “sell” real estate. You are a helper and sharer of information. I would bet money that your intentions were not to just grow your database when creating your Page or Group. You wanted to build a community in your own backyard and the byproduct is people getting to know you are in “the business” and using you for their real estate needs.
I think many business professionals (no mater what industry) struggle with this and no amount of social media magic will help that.
December 30, 2011 at 2:41 pm
Unexpected findings Chris. I always though that Twitter wins in terms of conversions (that’s at least what has been working great for me). I will definitely try your approach and see some exact numbers. Thanks for the helpful info Chris.
M Stephanie
December 31, 2011 at 1:17 am
I like Twitter when there is a hash tag to follow for an event/webinar where I know I am guaranteed to have real time engagement. Otherwise, it is difficult to follow a conversation on Twitter. Plus, because I do most of my social media marketing and consumption via my mobile device, I get frustrated when the links dropped within Twitter aren’t mobile friendly or depending on how I am accessing Twitter, links that take me off of twitter hardly ever encourage me to go back. If twitter made it possible to watch videos within twitter or view images or preview blogs articles that would be a game changer.
In general though, your stats/research does not surprise me in the least. I know that one of the ways you built TSA following in the beginning was to friend a lot of real estate agents. I believe I have not updated my Facebook settings and my news feeds tend to display many of your updates. I guess Facebook knows I would like to read them and since we have many mutual friends, I see when they respond to your sometimes wacky, humorous, informative, overall engaging questions.
I love Linda’s example above about being a neighborhood resource first. It sounds like she was establsihed first IRL and that was a contributing factor to her social media success.
December 31, 2011 at 7:19 am
Angie I agree. I think Twitter is a few tweaks from being a major FB challenger. The visual appeal
In Facebook with links and photos and videos must be a key contributor.
January 2, 2012 at 11:01 pm
Just for clarity are we talking private or open groups?
January 3, 2012 at 9:55 am
One is private one is open.
January 4, 2012 at 9:12 am
Hi Chris! Interesting statistics and I’ve just had time to evaluate and read all of your comments. One thing that I have to say, is I agree wholeheartedly with Jeff’s comment, “I have watched redundant social marketing tactics sold as proven sales strategies for a long time with very little empirical evidence to back it all up.” I’ve seen agents go down this road far too many times based upon a proclamation of a ‘six figure income’ from the utilization of specific social media sites. I watch these people who tout this to audiences and see that they are CONSTANTLY ‘playing’ on the social media sites. As a broker, I have the ability to confirm or deny their proclamations to their audiences. 100% of the time, it’s denial–fictitious claims of heightened income from ANYwhere for these folks! For me, that is such a horrible way to witness the ‘death of a Realtor®’ at the hand of speakers who prefer to be ‘professional social media expert speakers’ over actually SELLING real estate!
As for your article/stats–fantastic! We all need to perform our own–and NOT simply Google Analytics. I’m not discounting the validity of GA at all but, I do know that only about 32% of the visitors to my site arrive from Google so, if I only use GA, I’m missing very important data from the masses (the other entry sites).
2011 brought about many changes for all of us–we’ve discovered that we have to treat our FB groups, friends and business subscribers very differently. I have a lot of work to do on all fronts so, I appreciate your breaking this down for us!
Happy New Year!
January 4, 2012 at 1:11 pm
Hi Chris – interesting post about the engagement statistics for the different social networks. Debe makes a good comment and I too have work to do as well.
January 5, 2012 at 1:17 pm
The biggest difference between Chris/Jimmy and 99% of Realtors is that they are professional internet marketers, of which social media plays a huge role. On the other hand social media plays a very supporting role in an agent’s business. This site offers good advice, but many times it is simply a bad business decision for the average agent to try and implement the techniques.