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The Biggest Lesson Social Media Taught Me



[Unlike my usual tirades, this one will be short and sweet]

I have always been the proud owner of a 500-hp twin turbo competitive nature. It’s the Balkans in the bloodstream, I guess. Add to that mix my “scream at the TV” opinionated side and you get someone that enjoys a good debate. But when I started connecting using social media, I learned a big lesson that although it went against the competitive current, gave me the most refreshing perspective:

“Approach each conversation with an open mind


  1. Because there’s always more than one way to skin a cat.
  2. Self Righteousness is for Douches.
  3. Rigidity chokes creativity. Get out of your own way and learn.
  4. Experience always matters. And no, this time is not different.
  5. Successful folk are eternal students.
  6. If we’re all pontificating, who are the faithful?

In the past, I have written about social media giving us a window with our clients. Not too long ago it hit me that social media has granted us unique access to some brilliant people, as well.

So it’s a very simple choice: who’s going to show up, the open minded student or the obnoxious me-monster?

Houston Real Estate Rainmaker and Uberproud Father/Husband (not necessarily in that order). When I'm not skinning cats or changing diapers you can find me on Twitter or Facebook. I blog about marketing, social media and real estate. I might not always be in agreement, but you can rest assured I'll be honest. Oh, and I can cook a mean breakfast...

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  1. Missy Caulk

    August 28, 2009 at 6:35 pm

    very true, more than one way to skin a cat, or bake a cake or do Social Media.

  2. Joe Loomer

    August 29, 2009 at 8:21 am

    Who’s going to shut up, too. Great points Erion – we have two ears and one mouth for a reason….

    Navy Chief, Navy Pride

  3. Ken Brand

    August 29, 2009 at 12:02 pm

    It’s hard to listen. Listen. Listen. Listen. Now more than ever, we have to realize that change and new and flexibility and maneuverability and a willingness to change/morph/reinvent is key to long term success. You can’t stay the same while everything around you changes, therefore, open mind wide for new ideas.


  4. Matt Stigliano

    August 30, 2009 at 9:05 pm

    Erion – Call me bold and brash and stupid, but I don’t agree that experience always matters. Of course, I agree with it how I guess you probably mean it, as in experiences are those things that we’ve learned from, built upon, and used to benefit ourselves and our knowledge.

    Unfortunately, I see too many “experienced” agents who rely on one thing and one thing only – how many years they’ve been in the business (their experience). Although in many cases, these are agents with more knowledge, skills, and ideas than most. However, in many cases as well, I find years=nothing.

    Perhaps I take slight offense to it as an agent who hasn’t been in the business for 50 billion years, as I know that some people see that as a disadvantage for hiring me. Of course, I know that I know enough to solve the problems and where to get the answers to those I don’t, so I know that I can be a great agent. I also know when to say “no” and “I don’t know.”

    Great post as always and I think you know me – I love the debate. I also go into each one with a very open mind.

    • Erion Shehaj

      August 31, 2009 at 3:46 pm

      Unfortunately, I see too many “experienced” agents who rely on one thing and one thing only – how many years they’ve been in the business (their experience). Although in many cases, these are agents with more knowledge, skills, and ideas than most. However, in many cases as well, I find years=nothing.

      Matt — Sheer years on the job do not constitute experience in my book. Here’s how I see this: On one extreme, you have agents with “years” on the job selling 7-8 homes per year on the same 5 streets without learning anything new in decades. On the other extreme, you have young guns that think they will reinvent a new wheel every week just because they blog and have a Twitter account. As pretty much everything in life – truth lies in the middle. All other things equal, being in business longer means more fires to put out, more market cycles to ride, more strategies to use and more fine-tuned skills. While technology creates breakthroughs, opportunities and level playing fields in every business — some things are just timeless.

  5. Linsey Planeta

    September 11, 2009 at 1:57 am

    Clearly, I’m such a girl. Had to Google ‘500-hp twin turbo’. 🙂

    But, I hear you. I think that we are in the midst of so many changes, across so many industries. And if you are engaged in this forum, you feel it in a more magnified way. You have to be open. There is little that I find that is not in some form of flux.

    And since I was 16 – when I was most convinced I knew it all – I’ve slowly, year by year, learned there just may be a kernel of truth in every point of view if I’m open.

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Social Media

Instagram announces 3 home feed options, including chronological order

(SOCIAL MEDIA) Instagram is allowing users to choose how their home feed appears so they can tailor their own experience… and chronological is back!



Instagram home feed options

Break out the bottle of champagne, because they are bringing back the chronological order in Instagram!

About time, right? Well, that’s not all. Per Protocol, Instagram has announced that they are rolling out three feed options in the first half of 2022. What?! Yes, you read that right.

3 New Feed View Options

  1. Home: This feed view should feel familiar because it’s the algorithm you already use. No changes to this view.
  1. Favorites: This feed view option presents a nice and tidy way to view creators, friends, and family of your choosing.
  1. Following: Last, but not least, is my favorite re-boot, the chronological view of every account that you follow.

Per Protocol, recent legal allegations have been made that Instagram and Facebook have been prioritizing content viewed as harmful in the algorithm and specifically in Instagram. Instagram is widely believed to be harmful to teens. Per the American Psychological Association, “Studies have linked Instagram to depression, body image concerns, self-esteem issues, social anxiety, and other problems”.  They have been under scrutiny by lawmakers and in response are posing the chronological feed as a solution.

However, this won’t fix everything. Even if the algorithm isn’t prioritizing harmful posts, those posts will still exist and if that account is followed it can still be seen. The other issue with this solution is the knowledge that unless Instagram lets you choose your default feed view, they could still cause the algorithm view to be the automatic view. Facebook doesn’t allow you to make the chronological feed your default view. This means you would need to choose that view every time. This bit of friction means there will be times it is overlooked and some may not even know the functionality exists. Knowing this information about Facebook, prepares us for what’s to come with Instagram. After all, Facebook, or Meta, owns both.

While as an entrepreneur, the chronological view excites me, I know the reality of it being used is questionable. I would love to know others can see the products and services I offer instead of hoping that Instagram finds my content worthy to share in the algorithm.

As a human being with a moral conscience, I have to scream, “C’mon Instagram, you CAN do better!” We all deserve better than having a computer pick what’s shown to us. Hopefully, lawmakers will recognize this band-aid quick fix for what it truly is and continue with making real changes to benefit us all.

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Social Media

Facebook’s targeting options for advertising are changing this month

(SOCIAL MEDIA) Do you market your business on Facebook? You need to know that their targeting options for ads are changing and what to do about it.



Laptop on lap open to Facebook page representing ad targeting.

Meta is transforming Facebook’s ad campaigns beginning January 19th. Facebook, which has been infamously battling criticism regarding election ads on their platform, is revising its limited targeting ad campaigns. Per this Facebook blog post, these changes eliminate the ability to target users based on interactions with content related to health (e.g., “Lung cancer awareness”, “World Diabetes Day”), race and ethnicity, political affiliation, religious practices (e.g., “Catholic Church” and “Jewish holidays”) and sexual orientation (e.g., “same-sex marriage” and “LGBT culture”).

These changes go into effect on January 19, 2022. Facebook will no longer allow new ads to use these targeting tools after that date. By March 17, 2022, any existing ads using those targeting tools will no longer be allowed.

The VP of Ads and Business Product Marketing at Facebook, Graham Mudd, expressed the belief that personalized ad experiences are the best, but followed up by stating:

“[W]e want to better match people’s evolving expectations of how advertisers may reach them on our platform and address feedback from civil rights experts, policymakers, and other stakeholders on the importance of preventing advertisers from abusing the targeting options we make available.”

To help soften the blow, Facebook is offering tips and examples for small businesses, non-profits, and advocacy groups to continue to reach their audiences that go beyond the broad targeting of gender and age.

These tips include creating different types of targeting such as Engagement Custom Audiences, Lookalike Audiences, Website Custom Audiences, Location Targeting, and Customer Lists from a Custom Audience.

Here’s the lowdown on how it will happen.

Per the Search Engine Journal, changes can be made to budget amounts or campaign names without impacting the targeting until March 17th. However, if you go to change the ad set level that will then cause changes at the audience level.

If you need to keep that particular ad to reuse, it may be best to edit the detailed targeting settings before March 17th in order to ensure you can make changes to it in the future.

I believe it was Heraclitus that declared change is constant. Knowing this, we can conclude other social platforms may follow suit and possibly adjust their targeting in the future as well.

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Social Media

Hate speech seemingly spewing on your Facebook? You’re not wrong

(SOCIAL MEDIA) Facebook (now Meta) employees estimate its AI tools only clean up 3%-5% of hate speech on the platform. Surprise, Surprise *eye roll*



Facebook being crossed out by a stylus on a mobile device for hate speech.

As Facebook moves further toward Zuckerberg’s Metaverse, concerns about the efficiency with which the company addresses hate speech still remain, with employees recently estimating that only around 2% of offending materials are removed by Facebook’s AI screening tools.

According to Wall Street Journal, internal documents from Facebook show an alarming inability to detect hate speech, violent threats, depictions of graphic content, and other “sensitive” issues via their AI screening. This directly contradicts predictions made by the company in the past.

A “senior engineer” also admitted that, in addition to removing only around 2% of inappropriate material, the odds of that number reaching even a numerical majority is extremely unlikely: “Recent estimates suggest that unless there is a major change in strategy, it will be very difficult to improve this beyond 10-20% in the short-medium term.”

The reported efficacy of the AI in question would be laughable were the situation less dire. Reports ranging from AI confusing cockfights and car crashes to inaccurately identifying a car wash video as a first-person shooting are referenced in the internal documents, while far more sobering imagery–live-streamed shootings, viscerally graphic car wrecks, and open threats of violence against transgender children–went entirely unflagged.

Even the system in which the AI works is a source of doubt for employees. “When Facebook’s algorithms aren’t certain enough that content violates the rules to delete it, the platform shows that material to users less often—but the accounts that posted the material go unpunished,” reports Wall Street Journal.

AI has repeatedly been shown to struggle with bias as well. Large Language Models (LLMs)–machine-learning algorithms that inform things like search engine results and predictive text–have defaulted to racist or xenophobic rhetoric when subjected to search terms like “Muslim”, leading to ethical concerns about whether or not these tools are actually capable of resolving things like hate speech.

As a whole, Facebook employees’ doubts about the actual usefulness of AI in removing inappropriate material (and keeping underage users off of the platform) paint a grim portrait of the future of social media, especially as the Metaverse marches steadily forward in mainstream consumption.

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