Heresy.
Yeah. I know it.
Depending on who you talk to Social Media is a source of tons of new business and a way to keep in touch with our sphere of influence — aka “fan base” — or it’s purely entertainment. Social Media is either the “must have” tool in our real estate tool box or a mammoth waste of time. It seems like there is no in-between. You’re either passionate about it for your business or you love Farmville. Which is it? And does it need to be professionally managed or directed.
What Is A Social Media Director, Anyway?
I know I’ll get a lot of heat for this because there are a lot of people out there that have created a nice little niche for themselves. It’s a pretty lucrative niche, too. What better way to make a boatload of money than to take something that is a bit confusing with metrics you can spin this way and that and tell someone that you can help lead them to riches beyond imagination? What would the job description look like anyway?
“Must have computer skills and the ability to spend endless hours on Facebook, Twitter and LinkedIn as well as any other social networks extant or in development…” Yadda. Yadda. Yadda.”
You get the point. It may include travel to various Meetups, Tweetups or REBAR Camps to meet with other like minded folks while we’re back showing houses or going to listing appointments.
Here’s the thing: Is having a Social Media Manager/Director worth the money?
Maybe, more to the point, is a Social Media Manager/Director effective? Is being Internet Famous the point?
If you’re an independent entrepreneur (i.e., Realtor), my guess is that an important metric would be the business you can track to the work of a Social Media Guru whether it’s a designer, status updater or event attender. If you’re an organization — either for profit or not-for-profit — I would want to know if your core constituency both inside and outside the organization appreciate the effort. Does it further the mission?
Maybe it’s just me. I can’t tell. Is the Emperor wearing any clothes?
A Postscript
My heart goes out to the family, friends and associates of Laurie Manny. Laurie’s sudden and untimely death leaves a void in the Real Estate blogging community. She was a good woman, a great Realtor and she will be missed.
