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Twitter is for Losers!

Got your attention? 

Before you kill the messenger, please note:  I didn’t say it!!

This was a comment from an individual (dubbed “Stu”) at the last company with whom I was employed.   I found that interesting, as a big part of the business incorporates social.  And, I Tweet, so I took it a bit personally.

WTH did you say?

How did I respond?  Two ways:  First, verbally.  As polite, and as office-PC as I could muster, though the look on my face may have given me away.  It started with:  So is Guy Kawasaki a loser?

Dialog ensues

“Brandie – Guy is too important to waste his time on that – he’s got people do it for him”, then some other thoughts and opinions on people using Twitter, blah de blah de blah.  Even though I was armed with data and statistics, Stu was standing firm on his opinion of Twitter and I wasn’t going to fight for that hill.  (By the way, the second response was snarky, yet I managed to keep in my head.  I’ll forgo sharing it.) 

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I’m on point here

Once the snarky voice in my head quieted, I started down a different path:  Stu represents a viable customer for the business and fits my demographic perfectly (~ 40, high income earner, real estate enthusiast, avid RE investor, etc.) and probably has a like circle of friends.  I needed to know how to reach that group, so I asked about the social networking activities in which he and his circle of friends participate.  “Golf”.    As for his online networking?  “LinkedIn.  All the time.”

I checked LinkedIn – not a super user.  In fact, hardly a user at all.  Interesting how differently people define “using” social media and networking sites.  Neither is wrong, opinions are subjective, right?  I could only conclude that despite his definition of utilizing social networking, not only is Stu is not web savvy, but his use of social media is all but non-existent!  (Not to mention his opinion of social media leads me to believe he, and others like him, will be very late adopters – if ever.)

ISO non adopters

I don’t want to leave money on the table!  I needed a strategy to run in parallel to social media to find people that fit my desired demographic profile, are not SM enthusiasts nor internet savvy (though they believe themselves to be both) then get them to engage online.  (Right about now, I’ll bet you’re thinking “wow, you corporate marketing types get to do all the fun stuff!” Oh, yeah.  It’s a party)

You are ahead of the curve!

Believe it or not, we really are just at the beginning of Social Media wave.  In years to come, it will morph – probably into being the norm, as I’m sure we will see integration with television and other mediums – but for now it’s just beginning.  It’s only been in recent years that the web has become the #1 starting-point for homebuyers.  By web, that means sites like and other mass listing sites.     

That said, your potential clients may not be throwing sheep on Facebook or on LinkedIn looking for business opportunities.  So, some of your social marketing efforts may need to be (gasp) in person.  Yes, it takes time to build these personal relationships.  But, the upside is you will do it among people with whom you share a common interest and perhaps even have some fun!

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p.s.  Surprisingly, Stu is now on Twitter.  He has 1 follower, is following 12 people and has yet to update. 


photo credit

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Written By

Brandie is an unapologetically candid marketing professional who was recently mentioned on BusinessWeek as a Top Young Female Entrepreneur. She recently co-founded consulting firm MarketingTBD. She's held senior level positions with GE and Fidelity, as well as with entrepreneurial start-ups. Raised by a real estate Broker, Brandie is passionate about real estate and is an avid investor. Follow her on Twitter.



  1. Audrey

    March 19, 2009 at 8:40 am

    For me, I love Twitter for so many reasons, but I balance it with YEO and IRL too. Personally, I don’t think you can market to the public only online, or only in person the old fashion way. The new successful folks will be the ones that have a good balance between both worlds.

  2. Ken Montville - The MD Suburbs of DC

    March 19, 2009 at 2:11 pm

    Gee. I’m not sure what to say. I’ve only been on Twitter a couple of weeks and the only people who find me to follow,and, thus, have me follow back are other real estate professionals, people who want me to sign up for a free MacBook Air (tons of those).

    Plus, it’s really hasn’t been a “conversation” for me. I reply to people and they rarely reply back. I ask questions on Twitter and the questions rarely get responses.

    So, I’m still in the newbie stage of “I don’t get it.”

  3. Kevin Kirkpatrick

    March 20, 2009 at 3:01 am

    This is the feeling I’ve had for some time. The great thing about social media and technology is that it has made the telephone and incredibly powerful tool.

  4. Jim Gatos

    March 20, 2009 at 6:37 am

    I don’t get it too… I have many more people following me than I follow.. I don’t like to “follow” people… I am NOT into the “stalking” stuff..

    Maybe Twitter really is for losers… like “get a life” losers.. LOL.. Who knows? We’ll see…

  5. Matthew Rathbun

    March 20, 2009 at 12:45 pm

    Brandi, its better than people who don’t get it, don’t try it.

    I say “nay” to the “nay-sayers” and let them keep doing what they are doing elsewhere.

    I’ve stopped trying to convince people to use tools that are available.

  6. Kathy Stilwell

    March 20, 2009 at 5:27 pm

    I think we are early adopters of twitter and other Social Media tools.It is still foreign territory to many, but also believe as Brandi states, it is just the tip of the iceberg.
    I sell real estate in downtown Vancouver B.C. and have had referrals come to me through twitter.
    I have made many new contacts that I would have never met, had it not been for twitter. I find it a very useful tool, personally and professionally.
    Thanks Brandi great piece.

  7. Joe

    March 20, 2009 at 10:27 pm

    There are many avenues to connect, generate leads or build your business. Twitter is just one of them. It’s difficult to keep up with all the different options, so you just have to choose your weapon. Just whatever you choose, stick to it and learn how to do it well. This should pay off for you in the end.

  8. Brandie Young

    March 21, 2009 at 9:21 am

    Audrey – That’s what my friend Ginny Cain calls 360 degree marketing. Go get them!

    Ken – Thanks for chiming in. It can be tricky, starting off on Twitter. Other real estate folks are finding and following probably because you have something else in common. Personally, I enjoy it and love the interaction. That said, it may not be for everyone.

    Kevin – Great point! Think how a handwritten note would go over …

    Jim – people probably follow you because you have interesting things to say. I find it fun to interact in 140 characters…

    Matthew – I hear you. Sometimes it’s just not worth fighting for that hill!

    Kathy – Great to hear you’ve had referrals via Twitter. I enjoy it as well. Have been able to expand my circle and meet some very interesting people in real life.

    Joe – sage advice. Thanks!

  9. Jim Gatos

    March 22, 2009 at 7:54 pm

    So far most of the advocates (not all, most), of the “social media advocates for real estate have been the folks who sell something to the real estate community, not the real estate agents themselves.. LOL…

    That’s why THEY “get” it…

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