You Don’t Know What You Have Until You Lose It
What would happen to your business if your blog or favorite Social Media Site were to disappear tomorrow?
Her entire post is worth reading, as it relates quite a bit to disaster recovery, data security, and copyright maintenance. All worthwhile things to think about.
My followup question is:
What if nothing happens?
Ines herself opens up with a testimonial to the effectiveness of social media for real estate:
Web2.0 and Social Media Works – I don’t care what the skeptics have to say, but we have proven it and keep coming up with new ideas to implement on a regular basis. Sometimes I feel like I am preaching to the choir here on Agent Genius because if you are taking the time to read here, it means that you get it and don’t need reinforcing.
As one of the skeptics, allow me to ask, “what do you mean by proof?” Anecdotes are not the plural of evidence, as scientists are fond of saying. Because I work in the hazy discipline of marketing — which too often can seem like voodoo — I have to turn to my inner geek and ask what he would want to see.
I want metrics. I really want metrics. I’d love for some consultancy in the RE.net to do a statistically valid A/B testing to show that realtors who have blogs and social media operations have XX% higher return on assets, or higher profit margins, or something. I’d love to be able to show that a realtor website that adds a blog updated a minimum of three times a week results in an additional 35 transactions a year, holding all other factors equal (i.e., no new hiring of top agents, no new branding campaign, the same number of yard signs deployed, and so on). That sort of quantifiable metrics is the closest thing we marketers have to “proof”.
Because I believe that there is significant confusion in the industry between the message and the medium. And Marshall McLuhan notwithstanding, I maintain that there is a difference in most professional services, and particularly in real estate.
The message — that a particular realtor is a professional, who is knowledgeable, friendly, competent, and so forth — could be conveyed (and should be conveyed) in every medium from telephone to web to personal interactions.
Does it really matter that the medium — in this case, the Internet and all of its myriad flowerings — is one thing or another?
Would a quality agent or quality broker really be unable to get the message out if the social medium she is using disappears? Somehow, I doubt it.