Social media has revolutionized the way real estate professionals do business, and tech-savvy agents have quite a few platforms, from Pinterest to LinkedIn to Facebook, that allow them to connect with past and prospective clients. We’ve published numerous articles in the past to help you make the most of your social media presence. In this article, we take a look at some common pitfalls to avoid.

Avoid Over-posting: It’s difficult to identify a specific number of posts or tweets that crosses the line, but you can track your posts and see how much engagement you get based on your daily or weekly volume. Some studies have found that posting more than three times per day decreases subsequent engagement, while once or twice daily seems to be optimal for many businesses.

Avoid Going Off-Message: Do you love cat videos or funny memes? It’s probably best to save those for your personal page… otherwise, you might dilute your message. There are plenty of interesting articles and tips that homeowners find beneficial and might inspire shares, likes, and re-tweets. And yes, you can still have fun with your social media presence, but try to keep your message at least somewhat tied to your profession.

Of course, there are exceptions to this rule. For example, if a personal hobby or a local community is integral to your marketing efforts, it makes sense to target members of that community. In fact, Facebook allows you to create groups for your various friends and followers (e.g., Horseback Riding Club) and can make specific post viewable only by members of that group.

Address Negative Feedback: Everyone has a voice in social media, and since human nature makes us more inclined to complain than praise our fellows, negative feedback can sometimes dominate a reputable professional’s page. Responding to criticism and working toward a solution demonstrate that you care about your clients and are willing to offer help when things don’t go as planned. Of course, if someone starts spamming your page repeatedly with negative comments, you may have to take away their posting privileges. There’s a difference between criticism and virtual vandalism!

Keep it Neutral!: It’s perfectly fine to exercise your freedom of speech on your personal Facebook page—assuming you have a solid line separating your professional and your personal Internet presence… otherwise, avoid politics entirely! Whatever you do, avoid touchy subjects on your professional page. Why risk alienating potential clients who don’t share your worldview?

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