I prefer manual transmissions…even when it comes to communication.
Ah it brings me back to the good old days. Fast cars, throaty exhaust systems, American racing wheels with tires that seduced the driver as much as they did the road itself. When I was in high school, stick shifts were more popular. The reason for all of this reminiscing and banter is an overall theme: Controlled transmission. When driving a manual transmission, I feel like I am in more control. I can negotiate twists, turns and obstacles with more precision and savvy. I can also ramp up to a blow this long hair back in the wind carefree speed without waiting for a sluggish overdrive to finally decide what it wants to be when it grows up.
“Okay”, you say, “What in the world does that have to do with Commercial Real Estate???” Well, my good man/woman…the correlation is this: Total Automation of Your Social Media and Communications = Epic Fail. I know that every piece of new CRE bling whether it be software for your pc or an app for your ipad is pushing you to “automate” your online voice. To some extent, it does make sense. Efficiency, time-saver…your assistant can do it for you – these pros all sound great, but…
Communication: the exchange of information between people, e.g. by means of speaking, writing, or using a common system of signs or behavior (Courtesy of Encarta).
Social Media is a technology based extension of your voice to an online global community. Let me play devil’s advocate for uno momento por favor. How many of you love spambots? Most of you block them, right? Why? Because they spam you with all kinds of duplication and junk you aren’t interested in.
Say this in the mirror ten times, “I am a REAL person.” Then please convince me…online. No, don’t get me wrong. I do not want to see all of your personal photos, I do not want a close-up into your personal existence, but engage me. Let me know who you are. Yea, I know you eat, breath and even sleep Commercial Real Estate (for those of you who take time to sleep that is), but still…Networking is about connection, content, corroboration, collaboration, rapport and relationship.
I will probably never become your BFF, but you will be “top of mind” when I have a CRE want or have that I think is really spectacular. I will contact you for your thoughts on an issue with a property. I might even share what things are like in my neck of the woods (CRE market area). I will RT your TWEETS, because you’ve made yourself relevant in my eyes. I might even + your post. I become part of your community. Get the idea??? If you are utilizing Social Media to increase your online presence minus the engagement, you are missing the key piece of the pie. Without it, you are one ingredient short of the “Pièce de résistance”.