Social media often becomes something we add to our business when we have the time. Instead, let’s be more focused on our strategy. Here’s where to start and how to keep it consistent year-round while increasing your reach.
Are you working on your social media schedule for 2021? I was honored to be a virtual speaker at Inman Connect, where I gave a presentation on putting together your social media plan for 2021. Whether you’re a real estate agent or a broker looking to improve your social media game this year, I know that because of my presentation, you will get a lot out of this article.
Social media often becomes that “bolt on” that we add to our business when we have the time. Instead, let’s be more targeted with our strategy! Here we start.
1. Time block on a daily, weekly, monthly and yearly basis
Start with a time block of 10 to 15 minutes a day to focus on “Focus 5”. Scroll through your feed and connect with at least five people. Don’t be a drive-by liker. Take a few minutes to like, comment, and interact with others. These steps are so important because every platform has an algorithm. What we see depends on what we are dealing with on the platform.
If you want to increase your engagement, spend as much time posting as you do with others. Even if you comment – leave meaningful comments. A meaningful comment consists of at least four words. So instead of “Congratulations!” say “Congratulations Laura, I’m so happy for you!”
Also, take time daily to respond to all of your comments and notifications.
Take 30-60 minutes of your time for the coming week. What’s next week We don’t want to stop and forget about it, but it is important to plan ahead.
Allow two to four hours each month to batch build your content (videos, graphics, etc.) and allow a day or two annually to evaluate your plan from the previous year and your new plan for the year ahead create.
Just say no to generic content in 2021! Remember, the best content you can post is the content you create in your voice.
2. Create a columnar content plan that you can set up each month
What is column content? The content of the column may require time, money, and resources. There is valuable information in your voice (with Your Opinion). It’s not canned, boring, or automated! For example, videos, Facebook Lives, podcasts or blog content can be recorded.
I recommend that you decide what type of content you want to consistently create. Once or twice a month, pick a day to post and add it to your calendar. Batch create your content once a month – schedule one day a month to create this content.
3. Think what your brand is about and find your voice for your content
Although you are most likely part of a brand with your office or franchise, you are also your own brand.
Here are three questions to ask yourself in order to find your voice for your content:
- What kind of customers do you have? love to work with (or not to love)? Why?
- Why do you love what you do
- What is most important to you professionally? Personally?
These questions will help you with your content, social media, and all of your marketing. Remember, we cannot be everything to everyone. Lean on who you are and don’t be vanilla!
4. Think beyond the now
Next, establish your distribution plan for your column content plus the type of content for the rest of your social media posts.
If you want to publish a video once a week, think about how to use it again.
Here is an example plan:
- Upload a new video to your company Facebook page
- Upload the same video to your YouTube
- Upload a 1 minute version of the video to Instagram and add a YouTube link to your IG profile
- Share the video again as a new post on Facebook
- Create an Instagram story about the video
- Upload the video to IGTV and promote it on IG Stories
In the example above, you can see how to record a video and convert it into multiple posts.
You can then fill your schedule with additional posts, e.g.
- Monday market update post
- Wednesday wisdom
- Relapse Thursday
- Feature Friday
- Community information
5. Evaluate what has worked (and what has not) in the past.
Check out your Facebook, Instagram, and YouTube analytics at least once or twice a year. Think about which content works on which platform. Review which posts received the highest reach, views, and engagement.
Did certain content perform better on one platform than on another? Only by looking at the analysis and data can we get an accurate picture of what is working and what is resonating with our audience.
Lastly, I want to share some of my favorite apps that I love!
- Canva: For graphics
- WordSwag: For graphics
- Video library: For video editing
- Videorama: For video editing
- InShot: For video editing
- Later.com: For planning social media
- HootSuite: For planning social media
Remember, people do business with people they know, whom they trust and in relation to. This is the real estate agents and brokers’ social media business reason.
Katie Lance is the author of #GetSocialSmart and the founder and CEO of Katie Lance Consulting, a social media strategy firm and founder of the #GetSocialSmart Academy. She was recognized by Inman News as one of the 100 Most Influential People in Real Estate and is a keynote speaker at many industry events. Katie is also the author of the bestselling book #GetSocialSmart.