Placing Your ‘Social Engagement’ Numbers in Perspective

By Todd Carpenter, Director of Digital Engagement, National Association of REALTORS®

Facebook recently overhauled their page insights tools to help page administrators better measure engagement on their business pages.  The new tools let users measure how viral a post is, the number of people talking about a page, and the cumulative total reach of a page — in other words, a bunch of stuff most real estate pros really don’t need to know.

A lot of importance has been placed on engagement. Opening and maintaining lines of communication with clients is tried and true, so of course this makes sense. But ask yourself — do I want my clients to:

  • Like me on Facebook?
  • Follow me back on Twitter?
  • Comment on my blog?
  • Buy a house?

When measuring a return on your investment, be sure to count the stuff that helps you attain your goals. If having more friends on Facebook is the goal, so be it. But most agents are trying to sell houses. Their engagement strategy should be to build real, lasting relationships with people who are likely to refer them business. Facebook likes, Twitter retweets, or the number of times someone clicked on a QR code may not reflect anything more than a shallow layer of casual and even lazy engagement on the part of their sphere of influence. Measure the stuff that really matters.

Todd Carpenter

Todd Carpenter, Managing Director of the Data Analytics Group at NAR I'm a twenty year veteran of the real estate and mortgage industry, focusing on technology that fosters relationships between professionals and consumers. I am a subject matter expert in data analytics, online consumer trends, enterprise social media strategy, listing data, agent ratings, and public facing MLS portals.

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  1. Well put Todd! Sure getting likes and RT’s is fun and has its place, but is that increasing your bottom line? If not, figure out what does and do a lot more of that…

  2. Todd,
    People cannot overlook the power of the viral nature of social media. Getting people to “like” your Facebook page can have many benefits. They certainly cannot be measured in a traditional sense and many people try to do that.
    The people who do not understand the power and benefits of social media often are the same people who try to measure their ROI for using social media in the same way that they measure the ROI of an ad in a newspaper.