HOW TO NOT FAIL ON FACEBOOK

Aaron Lewis President, Broker

Realty ONE Group Gold March 2016

1.59 Billion people log into Facebook at least monthly. 1.44 Billion used a mobile device. (Source: Facebook Q4 2015 earnings release. As of December 2015)

1.04 Billion people log into Facebook at least daily. 934 Million used a mobile device. (Source: Facebook Q4 2015 earnings release. As of December 2015)

Approximately 1 of every 5 minutes on a smartphone is spent on Facebook.

(Source: Facebook Q1 2015 earnings conference call)

In the US, 91% of millenials (18 to 35 years old) are on Facebook.

(Source: Facebook Q2 2015 earnings conference call)

In the US, the average user opens Facebook 14 times a day.

(Source: Facebook Q2 2015 earnings conference call)

… spending an average of 46 minutes on Facebook every day.

(Source: Facebook Q2 2015 earnings conference call)

Sadly, most friends & fans will never see most of your posts. Why?

Facebook’s Edgerank algorithm determines what appears in News Feed. So.. how does it work?

The following slides come from a PostRocket infographic available on this blog post at HubSpot.com http://blog.hubspot.com/marketing/understanding-facebook-edgerank-algorithm-infographic

News Feed Customization

See video at: https://vimeo.com/132961281

As a Realtor, should I use a Business Page

or

an individual Profile?

It depends.

Reasons FOR using a Page: 1. Content really is public (doesn’t require

Facebook login). 2. Content is indexed by search engines. 3. Want to advertise? Only Pages can create

Ads and Ad Campaigns. 4. You can delegate it by assigning Page

Admins. 5. Want privacy? People who “like” your Page

can’t see your individual Profile.

Reasons FOR using a Page: 6. Facebook Insights help you tailor future

posts to grow and engage with your fans. 7. Pages have widgets and like buttons that can

be embedded into your website or blog. 8. You can choose a custom URL. Heck, it could

just be your website. 9. Only Pages appear in the “Services” section. 10.You can post shamelessly about your

business without upsetting others.

Reasons AGAINST using a Page: 1. Friends are easy, but fans are harder. Why? People care about you than your business. 2. Organic reach of Pages is approaching 0%. 3. Paid reach requires… payment. $$. 4. Regular ad campaigns are complicated to set

up and maintain. Think Google AdWords. 5. If not done well, it can backfire and form a

negative perception of those who see it.

Therefore… what?

Make sure you have a strong personal profile first. Do a business page when you’re ready to do it right.

Concerned about privacy? Use Smart Friends Lists.

Improving Your FB Interactions 1. Connect with your leads. Become friends! 2. Get a custom URL for your personal profile,

add it everywhere (incl email signature). 3. Personal/business should be at least 90/10. 4. Less is more. <100 characters gets better

engagement than 250+ characters. 5. Facebook video>Photo>Link>YouTube

video>text.

Improving Your FB Interactions 6. Stop talking and start engaging! 7. Consider search-ability: use keywords and

#hashtags properly. 8. Respond to comments; engage with those

who engage with you! 9. Be civil and professional. Always. 10.Focus on local interests. Less noise. 11.Post images of a happy real estate life!

THANK YOU

Aaron Lewis President, Broker

Realty ONE Group Gold March 2016

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