NMP - July 2018 - 70

special focus on SOCIAL MEDIA a special focus on SOCIAL MEDIA a special focus on SO

Six Simple Steps to Launching Your
Social Media Presence
A how-to guide for mortgage professionals

By Marina Kowaleski

ocial media is a
key part of
society and
business in 2018
that is here to
stay. Gone are
the days when mortgage
professionals could get away
with not having an active
online presence. The truth is, if
you aren't active and easy to
find online, you are out of
mind, and missing out on
countless opportunities to
connect with potential
homebuyers.
It's never too late to get
started on social media. Here
are six key steps you can take
to get socially savvy in order to
build and grow your business.

platform, you need to know
who your audience is and
which platforms your target
audience is actively using. Are
you looking to target Realtors
and financial planners?
LinkedIn is probably the best
place to start. Are you looking
to connect with friends and
family, with a handful of
business contacts? Facebook
is a versatile platform for
sharing a mix of business and
personal posts.
Start with one platform at a
time. While you may want to
target everyone and be active
everywhere, it looks better to
have one active and up to date
site, rather than three or four
that have not been active for
months.

S

JULY 2018 n National Mortgage Professional Magazine n

NationalMortgageProfessional.com

70

1. Know the platforms
For Loan Officers getting
started on social media,
choosing the right social
platform is perhaps the most
important step. But with
countless social media
platforms available, where
should you begin?
For starters, let's look at the
big four social media
platforms: LinkedIn, Facebook,
Twitter and Instagram.
Regardless of which platform
you choose, make sure it is
compliant with your company's
guidelines.
l LinkedIn: In order of
importance, LinkedIn comes
out on top. Otherwise
known as your "Digital
Resume," a LinkedIn profile
is a snapshot of your
professional background.
It's crucial that you keep
your profile as up to date as
possible for compliance, so
that potential clients can
find your contact info, and
gage your credibility.
Favorite Features: LinkedIn
makes it easy to collect
endorsements from
colleagues, referral partners
and past clients so that
people can hear about how
great you are to work with.
l Facebook: With more than
two billion active monthly

"The truth is, if you aren't active and easy to find
online, you are out of mind, and missing out on
countless opportunities to connect with potential
homebuyers."
users, Facebook is the largest
global social platform.
Facebook offers an
abundance of ways for users
to share content for personal
and business use, including
articles, photos, live video,
polls, events and more.
Facebook ads are a topic
we'll save for another day.
Favorite Features: Facebook
Groups offer a way for
professionals to connect and
build relationships with others
in the community or people
who share common interests.
l Twitter: Twitter is the social
tool for sharing short articles,
blurbs and commentary on
trending news topics.
However, with a limit of 280
characters per tweet,
remember to keep it short.
Sometimes less is more.
Favorite Features: Twitter
polls offer an easy way for
users to engage and create

conversations with their
audience, which will drive
engagement back to their
page.
l Instagram: Unlike the other
platforms that encourage
visuals, Instagram is solely a
visual platform and is not as
friendly for sharing links and
articles. Instagram is the
perfect platform for those
who enjoy taking fun photos
and sharing interesting
graphics.
Favorite Features: Instagram
'Stories' is a newer feature
used to share photos and
videos in short snapshots.
Unlike an Instagram page
where posts will live forever,
'stories' are meant for
sharing live updates, and
disappear within 24 hours of
posting.
2. Who is your audience
In order to choose a social

3. Learn the ins and outs
of your social platforms
Once you understand the
difference between the
platforms and know your target
audience, you're almost ready
to get started. But remember,
practice makes perfect! You
would not invest in a new
business tool without doing
some research, trying out the
platform and watching tutorials
on how to use it. Social media
isn't any different. Do your due
diligence!
Before you start posting,
make sure you know how to
add friends and contacts, how
to post, how to engage with
someone else's post and so
on. Make sure that if someone
is engaging with your post, you
know how to respond correctly
and in a timely manner. There
are countless blogs, articles
and video tutorials on every
social platform out there-take
advantage of the abundance of
digital resources available to
you.
4. Create great content
One thing to keep in mind as
part of your social media
strategy-great content is more
important than followers. Think
of your favorite brands on
social media, or even your
favorite blog, Web site or news


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