A few weeks ago, I wrote an open letter to NAR asking them what their Twitter strategy delivers to their constituency. My point was to highlight the fact that NAR dubs itself “The Voice of Real Estate” yet they did not give Realtors a voice when on the social media site Twitter.com.My original post “National Association of Realtors’ Twitter Strategy” shows the following screen shot of NAR’s Twitter account:
The date of this shot above was February 17, 2009 and it shows that NAR was follow 0 as in zero Realtors on Twitter.
Strategy for NAR:
The best strategy for NAR would be to follow what well known pundits like Guy Kawasaki and companies like Starbucks do with their Twitter strategy: follow everyone. On Twitter the best method to recognize your audience, and that is the main focus or should be for NAR, is to follow them when they follow you. Here is an example provided by Starbucks Coffee:
Starbucks follows all the people and companies that follow them. They engage their audience and provide their audience, consumers, and evangelists the opportunity to directly communicate with them.
3 Benefits For Following Everyone Who Follows You on Twitter:
You can’t receive DM aka direct messages from your audience of Realtors UNLESS you follow them back. Simply put when a Realtor follows you, the ettiquette and strategy of following them back immediately opens the lines of communication. This allows you 3 advantages:
- You can receive feedback on your products and services
- You can measure your marketing and social media campaigns
- You can open a direct dialogue with the audience you claim to serve
Update on the “New Strategy” at NAR
Apparently somebody is listening but not really understanding. Whoever is in charge of the NAR Twitter strategy decided to follow roughly 6% of the Realtors and professionals who follow them. Here is the NAR Twitter page as of March 3, 2009:
A Step in the Right Direction
Although this is a step toward the strategy they should consider, following 42 out of the 743 followers that are your direct audience and constituency seems a tepid effort at best. At least NAR is making progress in the right direction.