Start with social media strategy

Re: 'Social media: icing on the cake' (April 29)

Dear Editor:

The reason agents do not get business from their blog and other social media is that most talk to the wrong audience about the wrong thing. Just because you can talk doesn't mean you should, unless you offer a relevant opinion.

If there is no business from your voice, then change it. But that does not mean to follow all of the other voices. It means leading your market. It means finding relevance to your market and serving them. It also means that you must polarize. Have a real opinion.

Which means you show off your expertise in a way that matters to your particular audience. If you want the geeks as clients, then perhaps talk about how the non-geeks just don't get it. Or vice versa. By having an opinion, you matter in relation to the strength of that opinion. It is this lack of understanding of online publishing that ruins careers as folks mire in, chasing tactics instead of starting with strategy.

Tim O'Keefe
President
Spider Juice Technologies
Torrance, Calif.

***

What's your opinion? Leave your comments below or send a letter to the editor.

All rights reserved. This content may not be used or reproduced in any manner whatsoever, in part or in whole, without written permission of Inman News. Use of this content without permission is a violation of federal copyright law.