Social Media comprises multiple different platforms, however, there is no denying that Facebook is not only distinct, but it leads in both digital and mobile media.
As an individual platform it has massive power, coupled with your website, Instagram, Twitter, the Audience Network and more, Facebook become the powerhouse of the Social Media world.
As a real estate professional, not only do you want to be able to run ads and generate leads, but you want to show your knowledge of Facebook and explain how you can use it to effectively market your listings. Never forget, The Hashtag Agent not only wants to train you to execute, we want you to become the subject matter expert so you can win more listings.
*Side note: Everyone says they use social media during a listing presentation, however, when pressed they only talk about the number of followers they have. Knowing the inner workings of Facebook helps you stand out from the crowd. The best part? There’s not much to know!
Module Outline and Objectives:
Facebook mission, history and statistics
The Inner workings of Facebook
What your personal account is made up of vs business page
Facebook's mission is to give people the power to build community and bring the world closer together.
Although Facebook is a standalone platform, Facebook and Instagram share the same advertising platform. (But yes, you can run ‘better’ ads with Facebook as opposed to ‘Promoting’ a Post on Instagram. More to come on this.)
Together, Facebook and Instagram lead all mobile apps in time spent. In fact, they account for 1 in 5 US mobile minutes — that's more time spent than the next 10 mobile platforms combined.
History and Stats
With over two billion users, Facebook is the most widely used social network by individuals and businesses.
Facebook started as a social network for students at Harvard, and later expanded to other colleges. In September 2006, the network was opened up to anyone, age of 13 or older, that had a valid email address.
Since then, the network has allowed people to connect with old school mates, family overseas, and more. However, its uses aren't just in being social. Through Facebook, you can connect with your clients and customers, and build your business credibility and reputation to reach your market.
The Inner Workings of Facebook
Many people use Facebook for fun and entertainment, to post information, interact with friends and family, and to grow their business. Here is a basic overview of how Facebook is organized:
Users create a "Timeline" where they can have their picture of themselves, as well as a cover photo or video, and information about their education, work (which most ignore), marital status, interests, their story and more.
A users timelines includes the items they post, or items posted by their friends and pages directly onto their feed. Customizable tabs just below the cover photo allow the user to have links to other information about them, such as "About," "Photos," "Friends," "Groups," "Events," "Videos," and more.
Facebook now offers the ability to post a "Story" instead of a post. The difference is that a story is only available for 24 hours and viewers can only see it up to two times.
Running on the left of the profile news feed is also information about the user, photos, and friends. Users can access their profile through a direct link or by clicking their name in menu running along the top of the Facebook page.
Facebook sets you friend limit to 5,000, but fortunately, for people who want to use Facebook to promote a business, it offers "Pages." Instead of "friends," pages generate fans or "Likes." Authors, speakers, home business owners, and large corporations, all use fan pages to share information and interact with their leads and customers. If you'd like to run Facebook Ads, you'll need a page.
Although your fans can comment on your page posts, pages aren't as interactive as some people like. Facebook Groups are a great way for people of like minds to connect over a hobby or interests. For businesses, it's a great way to have interaction with a target market. Many entrepreneurs use groups to run mastermind groups, or answer questions of people who buy their products or memberships.
Friends, Followers, Fans, and Members
Facebook users can make "friends" with others by either accepting a friend request sent to them, or by sending a friend request to others. With your permission, Facebook can also search your email contacts to find people so you can friend them. Or you can use the search box at the top of the Facebook page to find your friends.
It is possible for someone to see what's on your profile and feed without being your friend. They can opt to "Follow" you. There are no notifications related to this, and if someone one follows you, that doesn't mean you're then following them. It is possible to turn off the following feature, as well as to block specific people from following you. (Sometimes you don’t want to friend someone, but you can follow their content… hint hint)
People who like your page are called fans. Theoretically, when they "Like" your page, the items you post on that page appear on their page based on the algorithm.
People who join your Facebook group are called "Members." These members get notifications when you post something in your group. Groups are a great way to get people to interact with you and feel a part of your business.
The News Feed, Notifications, and Messenger
You have two feeds; 1) your timeline feed, which has all your posts and posts that someone specifically puts on your page; 2) your news feed, which has the posts of your friends, groups and lists.
Your news feed will likely also have "sponsored posts" which are essentially ads that you fit the target market for.
Along the left side of your feed, you'll have quick links to pages and groups you own or belong to. Along the right side, you'll see information on your friends' birthdays, friends' Facebook stories, notifications on pages you run, and ads,
Your Facebook page has a feed too, but it only has your content. Along the left, there are links to your events, notes, and other features you can add such as video, services, and a link to your group, if you have one.
You can get an email notifications, but that can become overwhelming if you are active on Facebook. Instead, there is a bell-shaped icon on the top left menu that will let you know if you know about responses to your posts, things added to your feed, group comments, requests to join your group, and more. To the left of the bell is the Messenger icon. Left of that is an icon with two bodies, which lets you know that you have friend requests.
Messenger is the private messaging service through Facebook. You can access it using the talk bubble in the top menu. On your phone, you're required to download the messenger app to send and receive messages.
If you want to send a message, you can go to the profile or page of the person you want to reach, and click the "message" option on the right side of their header picture.
A lot of people miss this, messages sent to your Page will show on the Facebook Pages Manager App: You can download the latest version of Facebook Pages Manager from the Google Play Store, or download the latest iOS version from iTunes.
Facebook for Business
At the very least, you should set up a Facebook page. Creating a Page is great, running ads can generate you leads, but there are many different ways businesses use Facebook, and it’s imperative you clearly understand the benefits, negatives, features, tools and more and how they align with your real estate business goals.
Facebook Groups for Home Business
More and more consumers are wanting to engage with the businesses they buy from. A way to do this, without having to add a forum to your website, is through a Facebook Group, where you can have discussions with your clients, customers, and prospects. Groups allow for easier conversation than fan pages because members can post questions or comments directly to the group feed. Further, because Facebook now limits how many fans will see your page posts, groups can be a better way make sure everyone is seeing what you're sharing.
Facebook has long had the ability to upload video, but Facebook live is a newer video option. Instead of filming and then uploading a video, you can film live directly from and to Facebook. Because it's you talking to your market, it makes you more personable and approachable. People are more likely to trust a business owner that it can see and hear in live video.
You can promote an in-person event and/or host an online event through Facebook. Not only can you let people know about the event, but also, you can have discussions around the event on Facebook. Facebook makes it easy to invite your "friends" who can RSVP through the event page.
As a business owner, you can use events to launch a new listing, a customer appreciation event, or a celebration (such as your business anniversary).
Facebook offers a few paid advertising options as well. You can "boost" a post that has lots of engagement so that more people see it. Or you can create an ad, also known as a dark post, that runs on Facebook.