Tag Archives: Marketing

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Social Media is about the culture, not control, domination, and leverage

Jump on the social media bandwagon

Browsing through a real estate trade magazine supposedly targeted at highly successful agents, I couldn’t help but chuckle at the amount of editorial content and advertising focused on social media and internet marketing:  Social media ROI, dominating Google, new media marketing, and crash courses in social media.  Of course, internet marketing and especially social media marketing are all the buzz in the real estate world now.  I am inundated with invites to webinars, offers for training, and book pitches. In an industry dominated for decades by push marketing techniques, giving real estate agents a little basic technical knowledge, without a thorough orientation on social media culture can have disastrous effects.

It is very revealing to check out the social graphs of the real estate social media magazine writers and the highly-touted social media instructors in the industry.  Many real estate instructors have had to adopt their 20 year old course content rather quickly to the ever-accelerating utilization of social media, technology, and other web based innovations. But it’s not enough to learn how to setup a Facebook, twitter or LinkedIn account, build a Facebook business page, or set up a blog if you don’t understand the culture you are stepping into. I don’t see many articles in the trade magazines about social media culture or engagement, just how to control, leverage, and dominate.    One absolute truth about the social media culture:   it has very little patience with being controlled, leveraged or dominated.

Creative Commons License photo credit: Matt Hamm

Tennessee’s first REBar Camp captured the spirit of the movement

Kathy Drewien session on WordPress

Kathy Drewien on using WordPress blogging platform

BarCamps are user-generated conferences, with the sessions an presenters/facilitators determined on the day of the conference.  Bar camps are participatory and geared to the needs and skills of those who attend.  The essence of the Bar Camp movement was captured in this week’s REBar Camp Nashville.  REBar Camps are real estate oriented, and while I have attended Bar Camps that seemed a bit over-choreographed, this event was pure user generated content, and the sessions I facilitated and attended were highly participatory.  Very little of the actual event, other than the blank schedule grid, and the individual venues was pre-planned.  This sharing of ideas is a truly enriching experience.  At any given time there were up to 10 simultaneous sessions in progress, geared to all levels of expertise in real estate marketing and tech.

Brian Copeland

Image of Brian Copeland

Brian Copeland (@nashvillebrian) deserves the credit for putting this event together with the assistance of many volunteers and a solid group of sponsors.  Sponsors? Yes.  A commercial atmosphere?  Definitely not.  I was fortunate enough to be able to present on a couple of topics, and I attended a number of sessions, but the power of the REBar Camp is in the networking:  the folks you meet with, socialize with, and share ideas with are one big family, as you can see if you look at any of the attendee’s Facebook profiles.

Kudos to Brian and all the great folks who attended Tennessee’s first Real Estate Bar Camp!

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Nestlé provides text book example of doing social media wrong

hmmm.I first read of the Nestlé Facebook fan page meltdown, in Joshua Weinberger’s brilliantly titled post on the CRM Magazine blog.

Two days after Josua’s post, Nestlé is still incurring the wrath of a steady stream of folks who, well, just don’t like Nestlé or what they do.  I admit to not being very aware of the company’s business practices, but I have heard about them over the last 30 years or so.  My point is not a political commentary about Nestlé, but about the fragility of the social web.

This incident should be a wake-up call for marketers who are dabbling in the new media without really understanding the implications and having a comprehensive plan.  Just because all this looks easy doesn’t mean that the social community is a simple target for marketing campaigns.   One slip up can turn things from “semi-sweet to dark”.

It will take Nestlé a while to recover from this.  They don’t seem to be responding on the fan page.  Should be interesting to watch.

photo credit: @jackeliiine

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