You never get a second chance at a first impression, but nowadays that first impression isn’t always face to face, but via the internet. Investing some time into managing your online reputation will ensure that you leave a positive, lasting impression on people who come across your profile. And luckily, it’s not hard to do! Here are some steps to follow and helpful tips to manage your online reputation.
Account Management
Profile Pictures
When choosing a profile picture, the most important thing is to be yourself. Pick one that looks like you, not one that is over-edited or out of date. A professional headshot is always a safe bet, but it’s not necessary. Just make sure the one you choose is of good quality, and try to change it at least every other year. You want it to stay current!
You don’t have to use the same profile pictures for your personal and professional pages. In fact, it’s a good idea to use different ones. You want to showcase a different side of you on your personal page, so feel free to use a family picture or a more casual photo from vacation.
Bio’s
A bio is a necessity when it comes to online profiles. It’s the easiest way to showcase what you’re all about. Aim for three paragraphs-one about business, one about family, and one about passions. If you are having a hard time thinking of a bio, ask a top client to write one for you. And no matter what bio you end up using, update it around once a year to keep it accurate.
Strategy
Business vs. Personal Pages
For a REALTOR®, it is important to have both a business and a personal page. There are a few reasons why it’s necessary to keep them separate. First, according to Facebook’s rules and regulations, you are not allowed to conduct business on a personal page. They have the right to shut down your account completely if they catch you doing so. Second, having a business page on Facebook allows you to see statistics, like how many clicks you are getting on your posts. This is important information that will allow you to track how strong your social media presence is.
Another reason why it’s important to have separate pages is that you don’t want to overcrowd your personal page with business, or vice versa. A good rule of thumb is to keep 75% of the content on your business page business related, and allow 25% to be free for personal posts. The opposite is true for personal pages. You want to share both parts of your life with people, but you don’t want to alienate your friends and family by constantly trying to conduct business from your personal account, just like you don’t want to give potential clients too much information about your personal life. Keeping it 75%-25% is a great happy medium.
Real Time vs. Scheduling
A great thing about social media is that you can schedule your posts. This allows you to plan your content, and you don’t even have to remember to post it! Just make sure the planned posts end up making sense at the time they go live. If a world tragedy hits and your account automatically posts about an open house, you may seem insensitive. And post plenty of content in real time too so that you are staying current. Always be flexible with your social media strategy, because odds are that it will always be changing.
DIY vs. Hiring
Another strategy that people use is to hire professionals to manage their accounts. This can be very helpful if you struggle with social media. However, if you decide to hire someone, it is important that you work with them. If they do all of the posting and don’t consult with you, your profiles won’t be representative of you and your personality, and the content may seem canned. Working with a professional and contributing to the posting will avoid that problem.
Many agents choose to manage their own accounts. Once a strategy is in place, it should only take a few minutes a day, so the time commitment is small. And social media is meant to be fun, so doing it yourself can be very enjoyable.
Ad Spending
An easy way to get more views on Facebook is to invest in “boosting” your posts or using Facebook ads. You can pick your own budget, which can be as low as $5 a post, but even with a small budget you can get thousands of views. It’s the cheapest advertising you will find, and it is incredibly effective. You can also go one step further and invest in Facebook advertisements, which allow you to target the demographic that sees your posts. For more information on Facebook ads, check out this article.
Do’s and Don’ts: What to Post
Once you have your profiles set up and your strategies in place, all you need to do is figure out what to post!
Do:
- Post rave reviews from clients. Be sure to share those posts so that everyone can see them.
- Share success stories, but talk about them in terms of the clients instead of the house. This will help avoid making clients with houses that are not selling upset.
- Post fun, entertaining, and uplifting content. You want people to leave your page feeling happy!
Don’t:
- Don’t air out your dirty laundry or vent about clients. That would be awful for business.
- Don’t post about controversial topics, like politics. People who don’t agree with you will unfollow you, and then they won’t see your other posts either.
- Don’t alienate any of your friends by posting about polarizing topics. Keep it upbeat.
Read more about social media do’s and don’ts here.
Managing your online reputation is important for your business, and it is easier than it seems. Don’t think you have to do it all at once: start small with one platform and go from there. Make sure you keep things professional and genuine, and have fun with it! If you are looking for more information on the topic, check out our Online Reputation Management webinar.