Your Facebook Business Page is Worthless - NAR Annual Convention 2012

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Do you have a Facebook Business Page because someone told you with certainty that “you should”? Are you finding that it’s not bringing in business and referrals the way that you thought it might? Do you feel that every minute you spend on your Business Page is just a waste of time? Delete your Facebook Business Page today and start harnessing the power of your personal profile. Start being truly social on social media and reap the benefits almost immediately. You shouldn’t be doing business via the social, but you should be using the treasure trove of knowledge that Facebook gives you to give better service to your clients and sphere. In this whirlwind session, we’ll cover: optimizing your personal profile for public viewing while keeping your privacy at the same time
Harvesting the hidden gems of information Facebook provides that you may not know about
Getting “face-to-face” with clients via Facebook
Finding your niche – using a hobby or interest that is traditionally an in-person activity into a lead-generating business model
Avoiding the pitfalls of bad etiquette on Facebook personal pages

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Your Facebook Business Page is Worthless - NAR Annual Convention 2012

  1. 1. Your Facebook Business Page is Worthless Maura Neill ABR, CRS, CDPE, REALTOR®
  2. 2. “Always have something to sell, but don‟t always be selling.” ~ Chris Brogan
  3. 3. Who Sees YourFacebook Business Page?
  4. 4. Where Is Your Facebook Presence Now?• Your personal profile – what does it look like?• Your Facebook Business Page: – Do you have one? – Do you use it effectively? – Do you need one?• Where do you spend the most time and get the most response?
  5. 5. Optimize Your Facebook Profile for Public Viewing
  6. 6. Potential Clients Will Find You On Facebook• Give them something to see• Let them get to know the “public” you• Create trust, authenticity, and credibility• Keep it to the 80/20 rule – put some personal info out there (but still, only things you feel comfortable sharing publicly)
  7. 7. What Does Your Profile Photo Say About You?• Does it look like you? (in other words, is it current?)• Is it professional? Or at the least, not UNprofessional?• Is it friendly? accessible? relatable?• Does it appeal to your target audience?• Is it a photo that you‟re okay with having seen publicly?
  8. 8. How Personal is Your Profile? • Not everything you post needs to be private; what can potential clients learn from your public Facebook posts?Image courtesy of jannoon028 at FreeDigitalPhotos.net
  9. 9. You Can Go Public Without Giving Up Your PrivacyUse the options Facebook gives you tocreate a Public Profile within your personalprofile
  10. 10. You Can Go Public Without Giving Up Your Privacy• You can also go back and edit past posts to optimize your profile – try going back 1 month or so.
  11. 11. How I Go PublicPublic Kept Private (Friends Only)• Recipes • Photos of family,• Photos of food, vacations, personal Atlanta places, occasions, etc. things to do • Check-ins (most)• Funny (but appropriate) • Anything else I would• Links to my blog not be comfortable posts with a stranger• Things that brand knowing me, i.e., bacon 
  12. 12. Harvesting Facebook for Hidden Gems
  13. 13. Information at Your Fingertips
  14. 14. Letting Facebook Do the Work For YouMake a Facebook list that includes all ofyour past & current clients; then peruse for:• Find birthdays and anniversaries• Learn hobbies, interests, books, movies, music• Use what you see on Facebook + what you already know about them• Share articles, books, points of interest• Result: excuses/reasons to get in touch From Raziel Ungar ~ Burlingame, CA
  15. 15. Birthdays, Anniversaries… And So Much More
  16. 16. Harvesting Facebook for Client InformationFacebook gathers usefulinfo for you!Timeline-style page(above); old page style(right)
  17. 17. Prospect Searches
  18. 18. New Prospects? Check „Em Out!• Search by name and/or email address• View as much of your prospect‟s profile as they have made public• Send a message via Facebook
  19. 19. When a New Prospect Comes In• Search for and view profile• Learn what you can about• Send a message via Facebook introducing yourself – If you usually email a prospect (i.e., an Internet lead), why not also send a brief message on Facebook?• Encourage them to view your profile (not necessarily friend you) – they‟ll see your public posts!
  20. 20. Finding Your Facebook Niche
  21. 21. Don‟t Want a Business Page? Find Your Facebook Niche
  22. 22. Finding Your Facebook NicheBobbi Howe‟s Saturday Morning Runners
  23. 23. Where Do You Fit In On Facebook? • If you enjoy it, you‟ll stick with it. • Is there a void to be filled? • Create a group around: – a hobby – an interest – a cause – a charityImage courtesy of Danilo Rizzuti at FreeDigitalPhotos.net
  24. 24. Getting Face-to-Face with Facebook
  25. 25. Video: Face-to-Face Redefined • How are you already using video? • Where can you use video on Facebook? • How can you make it personal?Image courtesy of Ambro at FreeDigitalPhotos.net
  26. 26. Video TipPeople love videos on Facebook – here‟s aquick tip:• Embed your videos into blog posts on your website• Post the link to that post (with a teaser, a line or two to make people want to click through) to your profile or business page• Send your friends/readers/fans to the link on your blog/website instead of to YouTube
  27. 27. Avoiding the Facebook Faux Pas
  28. 28. Your Facebook Profile is Not Meant To Be For BusinessBut don‟t take my word for it…ask Zuck:“You will not post unauthorized commericalcommunication (such as spam) on Facebook…You will not use your personal timeline for your owncommercial gain.”Facebook Terms of Use: www.facebook.com/policiesFacebook Pages Terms:www.facebook.com/pages_guidelines.php
  29. 29. How To Talk Business On Your Facebook Profile Think 80/20 Social is the name of the game When in doubt, leave business outOkay: Not Okay• Links to your blog posts • Posting your listings &• Check-ins at your office open houses or at a closing • “Are you thinking of• Congratulating a client – buying a home…” posts if they‟re okay with it • Anything that even slightly resembles spam
  30. 30. If You Still Want/Need/Have to Have That Business Page…
  31. 31. Branded Facebook Business Page
  32. 32. What To Post On Your Business Page• Links, links, links – to your videos, blog posts, buyer/seller tips – drive the traffic to your site• Photos – local, your listings, funny things you see while showing homes, caption this• Videos – keep them short and informative• Local information• Open houses and listings okay here
  33. 33. Facebook: Your Blog‟s Best Friend Add the “Like” button to your website to link your Facebook Business Page to your site: http://goo.gl/aZbXf Integrate your page with your website: links to blog posts, website pages, etc.
  34. 34. Drive Traffic• Drive traffic from your Facebook Page to your website blog with links to posts and information• Drive traffic from your website/blog to Facebook with the “Like” button• Avoid sending them away from you as much as possible – use the 80/20 Rule
  35. 35. Link Tips• Give a teaser, a quote from the post/article – something to encourage the reader to click• Don‟t just post the link & expect it to get traffic/traction
  36. 36. Connect: about.me/MauraNeill

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