Industry NewsNews Brief

You’re chasing connections, but consumers value information

Maintain direct access to customer while building a stable business

I recently had the good fortune to hear Jeffrey Cohen, manager of content marketing at Salesforce's Radian 6 Marketing Cloud, when we were both keynoting at the Social Media Strategies Summit. His presentation was solid and leaned heavily not just on data, but real data from real sources he was able to cite. This is all too rare in social media presenters. I, of course, loved it. So when he mentioned via Twitter some recent LinkedIn changes, I took notice. It wasn't just the promise of learning about some new features of a digital tool that got me though. It was his assertion that the LinkedIn changes represented "another step toward information over connections." Hold that thought for a moment. Before looking at what this means for your real estate business, we're going to explore how the emergence of new technology platforms complicates the task of gaining direct access to customers, and locking them in. Stability versus direct access In technology and maybe o...