rSTATEOF SOCIAL

Social Media Marketing for Realtors in 2016

What is Facebook?Unless they’ve been hiding under a rock for the past 11 years, it’s hard to find someone who hasn’t at the very least heard of Facebook. Since launching in 2004, Facebook has become the most used social networking site on the planet, blazing a trail for what can only be called a social media revolution.

Facebook is an online networking platform that connects users to people, business-es and groups all over the world through a simple model of “friending” and “liking.” The company’s mission statement is to “give people the power to share and make the world open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”

How many people use Facebook?58 percent of the world’s adult population is on Facebook, including 71 percent of adult Internet users. As of June 2015:

Monthly active users: 1.49 billionMonthly active mobile users: 1.31 billion

What kinds of people use Facebook?The following percentage reflects adult Internet users who use Facebook, by age:

18-29: 87 percent30-49: 73 percent50-64: 63 percent65 and over: 56 percent

For more in-depth demographics data, check out Pew Research Center’s latest study.

F A C E B O O K

Newest FeaturesFacebook has evolved tremendously since its launch, and the site is constantly testing new

features and designs. Some of 2015’s most notable updates include:

Newsfeed Controls: Users can now clear the clutter from their feeds with enhanced prior-

itization controls. Starring close friends, unfollowing acquaintances and setting up lists are

just some the ways users have greater control.

On This Day: Everyday users can now take a look back in time with Facebook’s On This Day

feature. When clicked, Facebook shows users a feed of their activity on the same day in

years past.

Social Wallet: From transferring money via Messenger to purchasing products directly on

the site, Facebook is embracing e-commerce and inviting its users to take part.

Legacy Contact: Death is never a happy topic, but as our world becomes increasingly

digital, matters of who can access accounts after someone’s death grow more important.

Facebook’s new Legacy Contact feature allows you to assign ownership of your account to

an individual should you pass away.

Latest Marketing TrendsFacebook allows businesses to connect with their fans and potential customers in a way

no advertisement or company website ever could. Here are some of the hottest marketing

tactics you should be leveraging for 2016:

Native Video: In 2014, Facebook surpassed YouTube in the number of hours its users

spent watching video content. Since then, Facebook has introduced native video auto-play

(have you noticed videos start as you scroll by them?), and businesses would be remiss not

to take advantage of this increasingly popular form of media.

Go Mobile: Of Facebook’s 1.49 billion monthly active users, 38 percent are mobile only, and

that statistic is expected to keep rising. More and more consumers are using smartphones

as their primary devices, and marketing strategies have to adjust to this behavior.

Optimize for Search: While search engines are still vital tools, many users are turning to

social media sites for information discovery. As such, Facebook is working hard to build out

its search functionality and make it easy to find relevant posts and information. Businesses

need to keep this in mind as they plan posts and begin writing search-friendly copy.

Spend on Facebook Ads: Paid ads on Facebook are a great way to boost views, clicks and

engagement, so investing a few marketing dollars in them is a smart move. Today’s market-

ing budgets put about 9 percent toward social media ads, but that number is predicted to

jump to 25 percent by 2020.

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Takeaway for RealtorsThere are a lot of people on Facebook and with that many people and businesses posting

content, space in the News Feed is limited. Realtors can get their posts seen by more

people through Facebook promoted posts and grow their page likes with just a few dollars

a month.

With the ability to upload video content, agents should experiment with this more. Maybe

this is a quick tutorial on how to update furniture with chalk paint or a walk-through of

what a good house staging looks like. Content like this will become more useful as search

on Facebook becomes more widely adopted. Use what you know to entertain your audi-

ence and you’ll do well.

What is Twitter?Words are powerful, and Twitter proves you don’t need to say much to get your point across. If you’re wondering whether or not you can afford to dismiss this social plat-form, the answer is a firm no. Twitter’s B2C and B2B benefits are crucial for business success, and ignoring this platform takes away one of the most effective communica-tion tools at your disposal.

Founded in 2006, Twitter is a microblogging social media site where users engage in a real-time feed of news, updates, opinions and other musings. Posts are limited to 140 characters to ensure that short, meaningful information is shared and minute details are left to the wayside.

Originally misunderstood by many (“What can you really say in 140 characters?”), Twit-ter has evolved into a rapid-fire conversation between people and businesses from every corner of the world, and it’s essential to a brand’s digital marketing strategy.

How many people use Twitter?23 percent of adult Internet users are on Twitter, accounting for 19 percent of the en-tire adult population. As of June 2015:

Monthly active users: 316 millionMonthly active mobile users: 253 million

What kinds of people use Twitter?The percentage of adult Internet users who use Twitter, by age group, can be broken down as follows:

18-29: 37 percent30-49: 25 percent50-64: 12 percent65 and over: 10 percent

For more in-depth demographics data, check out Pew Research Center’s latest study.

T W I T T E R

Newest FeaturesTwitter has come a long way since 2006, and 2015 has been full of interesting updates. New features you’ll want to check out include:

GIF Integration: Over the last few years, GIFs -- very short and often humorous clips of video on loop -- have become an extremely popular form of online entertainment and expression. Twitter’s platform now integrates these images seamlessly into user posts.While You Were Away: Twitter feeds are often jam-packed with updates, so interest-ing tweets can go unnoticed, particularly if you’re not online consistently. Now when users log in, Twitter provides a look at what may have been missed while away.RT With Comment: At last! A way to break the 140-character rule! The new retweet with a comment feature allows users to repost a tweet from one account to their own, maintaining the original post -- image, link and all -- with space for an additional 140 characters’ worth of commentary.

Latest Marketing TrendsTwitter is an excellent tool for brands to communicate with their clients and potential customers, so it’s essential to your online marketing strategy. Here are some fresh tips for 2016:

Native Video: Video is quickly becoming one of the most readily consumed forms of media across every digital channel. By 2017, video is forecasted to account for 69 percent of consumer Internet traffic. With Twitter’s native video functionality in place, businesses can take advantage of this trend and begin sharing video content.Spend on Twitter Ads: Pay-to-play advertising is growing on social media, and Twitter offers three main ad products: promoted tweets, promoted accounts and promoted trends. This year, more than 80 percent of businesses have taken advantage of pro-moted tweets and reaped the benefits, so if you’re trying to figure out where to allo-cate dollars, start there.Twitter Cards: Perhaps the most exciting new feature and growing marketing trend on Twitter, Twitter Cards revolutionize the way we look at individual tweets. Cards turn tweets into a canvas of unlimited possibilities and formats. Businesses can include photos, videos, calls-to-action (like “click to call”) and other media that drive traffic where you want without the classic restraints of the 140-character format. Imagine a tweet with a uniquely formatted title, copy and image that take users to a special land-ing page when clicked. You’ve just pictured your company’s first custom Twitter Card!

Takeaway for RealtorsAt the very minimum for Twitter, you can get a lot of mileage out of following local

news outlets and local government establishments. At its best, Twitter is a great at getting you up-to-the-minute updates on what’s going on in your area, making you a more knowledgeable agent.

Just like with Facebook, Twitter is focusing more and more on video and photos. While you can still share text-only links, you’ll catch more flies with honey than vinegar, so make sure your tweets are visually appealing. Post the videos you make for Facebook on here as well.

Agents short on time should experiment with Twitter ads. You can target large and small groups of people based on geography, interests, and who they follow. Agents looking to save a few bucks can take advantage of Twitter advanced search and find local conversations to participate in. Get the attention of newcomers to your city by reaching out first and becoming a resource and friend they trust.

What is LinkedIn?Social media isn’t just a place to keep in touch with friends and post photos from your latest travels (though we know your selfie in Chicago is one for the record books); it’s also a networking tool. While Facebook and Twitter are more heavily trafficked, no site focuses on the professional benefits of social media like LinkedIn.

While most social media sites are used primarily for entertainment and leisure, Linke-dIn provides a place for professional networking and career growth. LinkedIn is de-signed for the business community, connecting people with colleagues, businesses and potential employers.

How many people use LinkedIn?28 percent of adult Internet users are on LinkedIn, making up 23 percent of the entire adult population. As of June 2015:

Monthly active users: 97 millionMonthly active mobile users: 48.5 million

What kinds of people use LinkedIn?Among all adult Internet users, the following percentages use LinkedIn, by age:

18-29: 23 percent30-49: 31 percent50-64: 30 percent65 and over: 21 percent

For more in-depth demographics data, check out Pew Research Center’s latest study.

L I N K E D I N

Newest FeaturesWhile LinkedIn has not undergone many drastic changes recently, 2015 has introduced a variety of recent features to help attract new members and encourage more network participation. Some of these updates include:

LinkedIn Pulse: While Pulse itself isn’t new, recent upgrades have led to serious im-provements. Pulse provides users with a feed of industry-related content that’s cus-tomizable. Think of it as business news tailored to you. With the introduction of Linke-dIn publishing, users can find unique, organic articles. Upgrades to the mobile apps for both iOS and Android make Pulse even more user-friendly for professionals on the go.

Latest Marketing Trends LinkedIn provides a useful platform for your business to earn customer trust and set yourself apart from competitors. Give these marketing tips a try:

LinkedIn Publishing: Building credibility as an industry thought leader just got easier thanks to LinkedIn’s new publishing feature. Now users can publish original content to LinkedIn Pulse, allowing them to not only share their thoughts and opinions, but also gain valuable exposure for their businesses.Showcase Pages: These unique, specialized subpages on your company’s LinkedIn page allow business owners to target particular audiences with specific messaging. Take advantage of this unique feature to cater information to your intended market instead of crowding a single page with information that’s only relevant to some. Spend on LinkedIn Ads: Boost views and engagement with paid ads on LinkedIn. To-day, only 9 percent of company marketing budgets are put toward social ads, but that number is forecasted to jump to 25 percent within the next five years.

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Takeaway for RealtorsLinkedIn is an untapped resource for a lot of industries. There are plenty of people on the network and a lot of open space for content to fill. LinkedIn has said that if you post at least 20 times per month, you can reach 60 percent of your audience. That’s HUGE and no other social network can give you those sort of results. Keep your posts adjacent to your industry and helpful in nature for the most success.

Realtors should be looking to LinkedIn for two reasons. The first is to grow their connections with their past clients. It’s just good practice to let your customers see you first and foremost as the a trusted network resource. Also, with the ability to export full contact lists from LinkedIn, you can always have an up-to-date address book too. Secondly, you should use LinkedIn to connect with other industry professionals in your area like Loan Officers, other Realtors and more. It just makes good business sense to stay in touch with the people you do business with since they bring you the majority of your business.

What is Instagram?Think about the time you spend on the Internet. How much of it is looking at or sharing photos and videos? In the past decade, the world has become increasingly visual. Sud-denly everyone’s a photographer, whether they’re taking selfies or documenting meals, so it’s no wonder that Instagram has become so popular.

Instagram is a social media application that allows you to edit and enhance photos and videos, and post them to a real-time stream for your network of followers to see. As simple as it sounds, Instagram has quickly become one of the most popular social networks, earning the loyalty of hundreds of millions of users since its 2010 launch. Though the application can be viewed on a desktop, it can only be used through a mo-bile device, making it a clear example of just how important mobile functionality is in today’s marketing trends.

How many people use Instagram?26 percent of adult Internet users are on Instagram, and 21 percent of the entire adult population.

Monthly active users: 400 million

What kinds of people use Instagram?The percentage of adult Internet users who use Instagram, by age group, can be bro-ken down as follows:

18-29: 53 percent30-49: 25 percent50-64: 11 percent65 and over: 6 percent

For more in-depth demographics data, check out Pew Research Center’s latest study.

I N S T AG R A M

Newest FeaturesAs Instagram’s popularity continues to grow, new features and updates seem to be rolling

out with greater frequency. While new filters are always exciting, 2015 has brought some

meatier upgrades. Here are a few you should be aware of:

Layout: Sometimes one photo just isn’t enough. For users who want to pair two pictures

together or make a full collage, Instagram has released a sub-application called Layout. Mix

and match memories and share them directly in Instagram.

Direct Messaging: Instagram Direct allows users to share photos and start conversations

with other users. Until recently, however, these messages were not threaded, meaning

every time you wanted to send an image, you had to begin a new message. Recent updates

have removed this roadblock, making Instagram more social and streamlined.

More Than Square: Instagram has always been known for its square design, but that’s all

beginning to change. To allow users more creative freedom and to resolve the pains of hav-

ing to crop photos, Instagram now allows landscape- and portrait-oriented media, though

they still appear as square thumbnails on your page.

Latest Marketing TrendsConsumer marketing is becoming more and more visual, so if your business wants to stay

relevant, you need to find a way to incorporate photos and video into your strategy. Here

are a few ways businesses can make the most of Instagram:

Master Hashtags: Although hashtags aren’t new, they are integral to Instagram marketing.

Did you know that tagging #tbt (Throwback Thursday) on a photo will connect it to more

than 350 million other posts? Combine popular tags with unique ones to insert your brand

into global conversations while pointing out unique characteristics of your company.

Photo and Video: People often forget that Instagram is more than photo sharing; it’s a

great place to post videos too! Plan the type of media and message you want to share, and

keep your Instagram active. According to a Forrester Research study, “users were 58 times

more likely to like, comment or share a brand’s post than Facebook users, and 120 times

more likely than Twitter users.” Don’t miss out!

Spend on Instagram Ads: Paid ads on Instagram are a great way to get your photos in

front of consumers and bring attention to your brand. Think of an Instagram ad as a bill-

board space for your company built right into your customers’ phones. Instagram even has

something called Carousel Ads which allow a company to tell a story using multiple images

when a user swipes right and left. Today social ads represent only 9 percent of marketing

budgets, but that number is forecasted to jump to 25 percent within the next five years.

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Takeaway for RealtorsInstagram is the fastest growing social network and it’s now one that you can’t ignore anymore. However, unlike the other networks, Instagram is all about photos and vid-eos, making it more fun to use and less of a chore. Realtors can get super creative with Instagram, especially in and around their offices. Think of it more as a long-term tool to keep your policyholders connected to you so they can see you as a real person. Photos around the office, a cool lunch spot you found or just a pretty day outside your window. Lastly, make good use of hashtags as they will help you get a lot of followers in a short amount of time, especially ones that are specific to your city.

© 2016 - Content created in partnership with Outbound EngineDustin DeMeritt, Director of Marketing

radius financial group inc.