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Social media: icing on the cake

Letters From the Home Front

Marketing our real estate services, marketing any business for that matter, is a lot like a decorating a cake. You can put all the cherries and chocolate sprinkles in the world on top but if the cake itself sucks, no one is going to want any. Seth Godin wrote back in July 2005: "Please understand that book publishing is an organized hobby, not a business. The return on equity and return on time for authors and for publishers is horrendous. If you're doing it for the money, you're going to be disappointed. "On the other hand, a book gives you leverage to spread an idea and a brand far and wide. There's a worldview that's quite common that says that people who write books know what they are talking about and that a book confers some sort of authority." Today, you can substitute "blog" or even "social network" for the word "book," and if in building either you are focused solely on the money, you are going to be disappointed. Where ...

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