{"id":449,"date":"2014-11-28T00:06:00","date_gmt":"2014-11-28T00:06:00","guid":{"rendered":"http:\/\/rf.podcastfixit.com\/index.php\/2014\/11\/28\/online-epiphany-social-media-usefu\/"},"modified":"2015-06-01T19:40:45","modified_gmt":"2015-06-01T19:40:45","slug":"online-epiphany-social-media-usefu","status":"publish","type":"post","link":"https:\/\/newscoverage.org\/index.php\/2014\/11\/28\/online-epiphany-social-media-usefu\/","title":{"rendered":"Online epiphany: Social media useful, just don\u2019t go overboard"},"content":{"rendered":"

By Robert Frank<\/b>
\nwww.sqft.ca<\/a><\/p>\n

\n
\u201cSocial media has matured into just another tool,\u201d concludes its former most ardent evangelist, David Allison.<\/p>\n

\u201cA few years ago, I was telling real estate professionals that social media was going to change the world,\u201d Braun\/Allison\u2019s principal recalled. \u201cSince then, I\u2019ve stopped waving my arms frantically.\u201d<\/p><\/div>\n

\n\u201cMy diminished excitement about social media is at a very practical and tactical level. I still think it will change the way we communicate as human beings, and the proof of that transformation is all around us\u201d he says. <\/p>\n

Now, the advertising and marketing executive counsels against becoming a social media lemming. <\/p>\n

\u201cI have changed my mind completely regarding how effective it is at generating real estate sales,\u201d he said. <\/p>\n

\u201cDigital searches and research have been proven to be the number-one way that prospects begin the hunt for real estate,\u201d he observed. \u201cVery few people will be influenced by a real estate Facebook page or Twitter feed.\u201d<\/p><\/div>\n

\n<\/div>\n
\n\u201cWe tried,\u201d he conceded. \u201cLord knows, we ran contests, befriended the world and waited for them to friend us back. Not much happened.\u201d<\/div>\n
\n<\/div>\n
\nParadoxically, Allison observed, real estate\u2019s rush to social media heightened the effectiveness of 20th century marketing techniques.<\/div>\n
\n
\u201cIt turns out that some of the tried-and-true tricks that many of us had written off as outdated are now the most effective tools out there,\u201d he acknowledged, \u201cpartly because no one is using them any more.\u201d <\/p>\n

Allison sees a role for social media nonetheless. <\/p>\n

\u201cIt\u2019s just not the central role that we anticipated,\u201d he explained. \u201cThere are specific tactical applications that make sense\u2014as well ridiculous applications that make no sense at all.\u201d<\/p>\n

\n
<\/i><\/div>\n
\nNote: This report appeared on page 54 of the Spring 2013 issue of Canadian Real Estate Magazine.<\/i><\/div>\n<\/div>\n

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By Robert Frank www.sqft.ca \u201cSocial media has matured into just another tool,\u201d concludes its former most ardent evangelist, David Allison. \u201cA few years ago, I was telling real estate professionals that social media was going to change the world,\u201d Braun\/Allison\u2019s principal recalled. \u201cSince then, I\u2019ve stopped waving my arms frantically.\u201d \u201cMy diminished excitement about social<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-449","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nOnline epiphany: Social media useful, just don\u2019t go overboard - Newscoverage<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newscoverage.org\/index.php\/2014\/11\/28\/online-epiphany-social-media-usefu\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online epiphany: Social media useful, just don\u2019t go overboard - 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