your facebook business page is worthless - nar annual convention 2012

Your Facebook Business Pageis Worthless

Maura NeillABR, CRS, CDPE, REALTOR®

“Always have something to sell,but don’t always be selling.”

~ Chris Brogan

Who Sees YourFacebook Business Page?

Where Is YourFacebook Presence Now?

• Your personal profile – what does it look like?

• Your Facebook Business Page:– Do you have one?– Do you use it effectively?– Do you need one?

• Where do you spend the most time and get the most response?

Optimize Your Facebook Profilefor Public Viewing

Potential Clients WillFind You On Facebook

• Give them something to see• Let them get to know the “public” you• Create trust, authenticity, and credibility• Keep it to the 80/20 rule – put some

personal info out there (but still, only things you feel comfortable sharing publicly)

What Does Your Profile PhotoSay About You?

• Does it look like you? (in other words, is it current?)

• Is it professional? Or at the least, not UNprofessional?

• Is it friendly? accessible? relatable?• Does it appeal to your target audience?• Is it a photo that you’re okay with

having seen publicly?

How Personal is Your Profile?

• Not everything you post needs to be private; what can potential clients learn from your public Facebook posts?

Image courtesy of jannoon028 at FreeDigitalPhotos.net

You Can Go PublicWithout Giving Up Your Privacy

Use the options Facebook gives you to create a Public Profile within your personal profile

You Can Go PublicWithout Giving Up Your Privacy

• You can also go back and edit past posts to optimize your profile – try going back 1 month or so.

How I Go Public

Public• Recipes• Photos of food, Atlanta

places, things to do• Funny (but

appropriate)• Links to my blog posts• Things that brand me,

i.e., bacon

Kept Private (Friends Only)

• Photos of family, vacations, personal occasions, etc.

• Check-ins (most)• Anything else I

would not be comfortable with a stranger knowing

Harvesting Facebookfor Hidden Gems

Information at Your Fingertips

Letting FacebookDo the Work For You

Make a Facebook list that includes all of your past & current clients; then peruse for:• Find birthdays and anniversaries• Learn hobbies, interests, books, movies,

music• Use what you see on Facebook + what

you already know about them• Share articles, books, points of interest• Result: excuses/reasons to get in touch

From Raziel Ungar ~ Burlingame, CA

Birthdays, Anniversaries…And So Much More

Harvesting Facebook forClient Information

Facebook gathers useful info for you!

Timeline-style page (above); old page style (right)

Prospect Searches

New Prospects? Check ‘Em Out!

• Search by name and/or email address• View as much of your prospect’s profile

as they have made public• Send a message via Facebook

When a New Prospect Comes In

• Search for and view profile• Learn what you can about • Send a message via Facebook

introducing yourself– If you usually email a prospect (i.e.,

an Internet lead), why not also send a brief message on Facebook?

• Encourage them to view your profile (not necessarily friend you) – they’ll see your public posts!

Finding Your Facebook Niche

Don’t Want a Business Page?Find Your Facebook Niche

Finding Your Facebook Niche

Bobbi Howe’s Saturday Morning Runners

Where Do You Fit In On Facebook?

• If you enjoy it, you’ll stick with it.• Is there a void to be filled?• Create a group around:– a hobby– an interest– a cause– a charity

Image courtesy of Danilo Rizzuti at FreeDigitalPhotos.net

Getting Face-to-Facewith Facebook

Video: Face-to-Face Redefined

• How are you already using video?

Image courtesy of Ambro at FreeDigitalPhotos.net

• Where can you use video on Facebook?• How can you make it personal?

Video Tip

People love videos on Facebook – here’s a quick tip:• Embed your videos into blog posts on

your website• Post the link to that post (with a teaser,

a line or two to make people want to click through) to your profile or business page

• Send your friends/readers/fans to the link on your blog/website instead of to YouTube

Avoiding the Facebook Faux Pas

Your Facebook Profile is Not Meant To Be For Business

But don’t take my word for it…ask Zuck:“You will not post unauthorized commerical communication (such as spam) on Facebook… You will not use your personal timeline for your own commercial gain.”

Facebook Terms of Use: www.facebook.com/policies Facebook Pages Terms: www.facebook.com/pages_guidelines.php

How To Talk Business On Your Facebook Profile

Think 80/20Social is the name of the game

When in doubt, leave business outOkay:• Links to your blog posts• Check-ins at your office

or at a closing• Congratulating a client –

if they’re okay with it

Not Okay• Posting your listings &

open houses• “Are you thinking of

buying a home…” posts• Anything that even

slightly resembles spam

If You Still Want/Need/Have to HaveThat Business Page…

Branded Facebook Business Page

What To Post On Your Business Page

• Links, links, links – to your videos, blog posts, buyer/seller tips – drive the traffic to your site

• Photos – local, your listings, funny things you see while showing homes, caption this

• Videos – keep them short and informative

• Local information• Open houses and listings okay here

Facebook:Your Blog’s Best Friend

Add the “Like” button to your website to link your Facebook Business Page to your site:

http://goo.gl/aZbXf

Integrate your page with your website: links to blog posts, website pages, etc.

Drive Traffic

• Drive traffic from your Facebook Page to your website blog with links to posts and information

• Drive traffic from your website/blog to Facebook with the “Like” button

• Avoid sending them away from you as much as possible – use the 80/20 Rule

Link Tips

• Give a teaser, a quote from the post/article – something to encourage the reader to click

• Don’t just post the link & expect it to get traffic/traction

Connect: about.me/MauraNeill