The average American spends around 3 hours a day on social media; ingrained in everyone’s daily routine. Social media is an opportunity for businesses to reach new audiences and engage in a closer, more personable state. Any business can lend itself perfectly to developing an authentic relationship with potential clients and customers for an organic and symbiotic relationship.

In 2020, 71% of small to medium-sized businesses used social media, and 51% of those businesses found that social media provided some of the highest quality leads. Companies that leverage social media have a clear advantage to maximize a return on investment.


Virtual Sphere of Influence

Social media provides an opportunity to create a new sphere of influence. In a traditional sense, a sphere started with your friends and family and expanded that way. A social media sphere works the same way, but the most significant difference is the endless connection possibilities and the ability to create multiple touchpoints with that sphere daily. 

Think about Meghan, the neighborhood's real estate agent, whose roommate is Jill. Jill might not be in the market for a new property, but she knows someone who is. Connecting with Meghan and engaging with Meghan allows Jill to become a trustworthy source of information and a resource for Meghan to recommend


Authenticity Wins

There is less weight placed on the number of likes and comments because users are becoming increasingly aware of fake followers and influencers. Consumers are looking for brands and businesses that communicate themselves authentically and personally. 

84% of millennials say they don't trust traditional advertising. It's important to note that millennials make up the most significant percentage of the home buying market at  37%, the fastest-growing segment. Millennials want to invest in a brand that they feel connected to and care about them. 

Major social media platforms like Facebook, Twitter, Youtube, Instagram, and LinkedIn prioritize engagements over post quantity. This platform's goal is to provide a user experience with an authentic overview of their sphere. Since overall content production has not slowed with this change, these platforms may favor engagement over metrics like comments over likes or post quantity. Thinking of ways to engage your audience could be from IG contests like listing scavenger hunts or live Q&As. 


User-Generated Content

Companies like Airbnb have driven engagement by exclusively applying user-generated content. Engaging user-generated content not only provides future clients with an insight into a business and the unique experience offered while simultaneously providing a referral. It's excellent social proof. Seeing content from happy clients increases credibility and brings a brand's promise into perspective. It is also authentic. Instead of providing aspirational dreams, it's showing what makes the business unique and how it connects to the viewer. 

User-generated content puts your clients front and center. Client's voices are telling the business story and are coming from individuals, not the brand. It's spotlighting people who have shaped the brand. It's also budget and time-friendly. There's no need to spend hours or your marketing budget creating content. 


Key Takeaway: It's more important to develop a relationship with ten followers instead of 1000 followers. Those ten relationships will pay a more significant return on investment because of their investment in your brand.


Sources: - Daily time spent on social networking by internet users worldwide from 2012 to 2020 - Social media marketing usage rate in the United States from 2013 to 2022 - Millennials and homebuying: Real estate adapts to largest generation




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