Did you ever go to a networking event or a conference and get stuck with that guy who could only talk about his business? You know the guy (or gal) I’m referring to: they’re focused on the hard sell, pitching their product, constantly promoting themselves or their company. Or they’re trying to nail down an appointment with you so they can sell you something later.
I don’t know about you, but these kinds of people make me uncomfortable and I avoid them like the plague.
They have an online equivalent in the real estate industry: real estate professionals who use their accounts to spam their followers with unending messages about the their company and the properties they have for sale. But just as blatant self-promotion is unwelcome in face-to-face situations, it’s a turn off in social media, too.
A better strategy is to position yourself as a thought leader in the profession. You do this by listening to prospects, communicating with colleagues, sharing knowledge, and offering ideas. You do more listening than talking, and you strive to make your social medial presence more of a conversation than a commercial. You bring value to the table.
Granted, it takes a little more work to bring a thoughtful, value-added approach to your social media campaign. But, if you do it well your following—and your business—will grow.