Optimizing Facebook for Business
As a brand, CENTURY 21 began employing Mullen Communications as our PR/SM agency in February. One of their areas of responsibility is to grow our organic consumer audience via consistent, entertaining content posts via FB and Twitter until we fully develop our CMS and Blog structure for the enterprise. A lot of this is in development. Before Mullen, I was handling the vast majority of social media content production, posting and tracking responsibilities myself. Given that our target demo in the SM space is 25-35 year old female (see video link for additional details – http://bit.ly/aQVlqV ) and I’m about to turn 42 this Halloween, it just makes more sense from a brand perspective to enable a conversation between similar demographics. @Century 21 and http://www.facebook.com/century21 has grown exponentially since employing this conversations strategy in March. You see, I was focused on industry-related news, now the conversation is really geared toward topics that of more interest to our core target audience. We are using Facebook as our social media hub at this point. Initially, we did not intend on utilizing Facebook as a hub for our social media properties, but it has blossomed into an effective platform, or as I like to refer to it “an impression engine” for sharing a wide variety of content. I don’t feel as though we are crossing any social media covenants by employing brand champions who clearly have a better handle on what our consumers want in terms of content, I’d call that good, old fashioned common sense marketing in a Web 2.0 world. Speaking of employing content producers to speak to our audience…a while back, David Meerman Scott, publisher of http://www.webinknow.com/ developed “Top 10 ideas for Century 21 Real Estate to implement The New Rules of Marketing & PR” - http://c21.in/bNIfrK We have not followed all of David’s advice, but in conjunction with our PR/SM team at Mullen Communications (led by the one of the original voices behind Stanley Hammers Twitter program, Eric Montague) I’m proud to report that our “team of journalists” has successfully positioned our Facebook page as one of our top 20 referring sites. This is no small feat and we are only scratching the surface of where this will lead. I’m curious how other companies are utilizing the SM space to drive leads, capture data and report results? Sender-Channel-Message-Receiver Same as it ever was, Matt Gentile, Director of PR & Brand Communication
Century 21 Real Estate LLC
