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What’s the ROI of Facebook (and Other Silly Questions People Still Ask)

poster-facebookAs a content strategy consultant, part of what I do is actively try to sell my services to folks who need a little nudge on getting going on their Facebook presence.

Their response more times than not: “I think we are all set with Facebook, we really don’t think there is value in it.” Now, I’d love to go ahead and tell them why they haven’t succeeded in Facebook marketing, but that’s really not my style, so I let the person on the other line know that there is tremendous value in Facebook- as long it’s done right.

But, being that the person on the other line has been taught that whenever you spend Roi spelled outmoney on a business you need to measure the ROI, they then say, “can you tell me what the ROI of Facebook is?”

You know you’ve said it, too.

“What is the ROI of Facebook” or some other version of that has definitely come out of your mouth.

Let me tell you: that question, without clarification, is not a valid question anymore (at least not in the traditional sense).

As Gary Vaynerchuk explains in one of my most favorite rebuttals to that question (below, and totally NSFW unless you work with people who are cool with the F-bomb being dropped), measuring the ROI of social media (Facebook included), is like measuring the ROI of your mother.  Measuring the ROI of your mother can’t be done, but yet everything your mother did for you created the basis for your next move in life.

Okay, so you may not appreciate the ROI of your mother comparison as much as I do. So, let’s talk about how Gary V. also mentions how you can’t exactly measure the ROI of the ad you spent thousands of dollars on in the monthly magazine you think will work out well for you. You put it in there so people would see your brand, right? The magazine has a bazillion monthly subscribers that are going to see it, right? Every single one of those subscribers are going to see your ad on page 139, right? Wrong. There is NO way to tell you how many people ACTUALLY saw your ad.

Meanwhile, on Facebook, brands are running ads and getting to see the numbers broken down in almost every category you can imagine. We know how many people saw it and how many times they saw it. We know how many people just clicked the “like” button and how many people actually clicked through to your website. We even know how many men and women between the ages of 25-30 that use iPhone 7’s saw it. Pretty important to have that info when your marketing dollars are limited and you are tired of throwing stuff at the wall to see if it sticks, know what I mean?


But aside from the fact that the analytics are uber fantastic, I want to reiterate the importance of brand awareness. Why? Because that, my friends, is the point of developing your Facebook following; seek first to make your target audience aware that you even exist, then create relationships, THEN once you are a trusted name (or the Facebooker has seen your brand slapped across some excellent, relevant content several times) you can cultivate those relationships in whatever sales goals you have.

And just like you can’t pinpoint the exact time that your mother said something to you that made you believe in yourself enough to become a successful entrepreneur, you probably won’t be able to pinpoint that exact time that you posted something on Facebook that made a consumer trust your brand enough to consider buying something from you.

As this Forbes article points out, the idea is to maximize profit in the longterm, not necessarily receive an ROI on your per campaign marketing efforts.

Still skeptical?  MIT Sloan Management Review states in this article, “…instead of emphasizing your own marketing investments and calculating the returns in terms of customer response, managers should begin by considering consumer motivations to use social media and then measure the social media investments customers make as they engage with the marketers’ brands”


Phew, now that I got that off of my chest, here are some of the other things I’m asked by brands who are not wanting to buy into the social media hype.

“How can I get more people to ‘like’ my page?” Not exactly a silly question, yet certainly one that needs to be addressed. “Likes” on a page are what we in the social media industry call “vanity metrics”- numbers that make us feel good about ourselves (“yay! People like my company!”), but don’t yield many results.

Don’t get us wrong, likes and followers are great to have, but there’s one (right) way to get consumers to like what your putting out there: provide great content. Then, develop brand recognition by providing more great, relevant, reliable content. And if you’re wondering why more people aren’t liking the content you are currently posting, here are 5 ways you’re doing social media all wrong.

“I have a very select audience I’m trying to reach, can Facebook even get to them?” The short answer is yes, but you should really pay attention to the longer answer…. which is also yes. You can certainly reach your target audience by hiring someone who is experienced in Facebook advertising (hi, that’s me!), but you also need to keep in mind that an expanded audience isn’t a bad idea. Case in point: you want to target people who buy luxury homes. Instead of only targeting consumers who are already in that space, why not target the people who may be buying their “move-up” home (starter luxury home?) in the next few years?

“Is Facebook really that important? We’ve been fine without it….” Honestly, people. Listen, you may be fine without Facebook for now. But here’s the thing, this media giant has over 2 billion users, many that use it EVERY day. Why wouldn’t you throw some marketing dollars at that?! If you are spending the money on local print ads, make the investment to be on Facebook and run Facebook ads. In fact, with every client I have, I include ad spend dollars because I believe in the power of Facebook advertising.

Still aren’t convinced? Think of what happened to Borders, Kodak, Blockbuster, and Filene’s. These (former) businesses became the poster children for brands that went out of business as a direct result of the failure to adapt to technology. Don’t let that be you.

Want to jump-start your Facebook presence? We’d love to help you with your content stategy.  In fact, we’ll do it for you. Contact us to find out how.

Who is J. Eckmann?

J. Eckmann (or, Jakki) is a content strategist, who specializes in communicating brands through the power of diversified content marketing. Knowing that there is a giant gap between traditional marketing and current digital marketing trends (think SEO), I believe it is imperative to ensure companies bridge that gap! By providing a comprehensive content strategy, it is my goal to show my clients first-hand how content can help them achieve their business goals.

Content: Best Friend or Worst Enemy?

Is content a businesses best friend or worst enemy?  It depends… First, a little on content.

What exactly is content? All day long, I speak with clients who claim they have “content” on their site, but when I look at their site, all I see is mass produced blurbs of text.

Well written? No.

Thought out?  Not really.

Helping their marketing efforts? Certainly not.

So why do these folks think they have content??  Because, to the average business owner, content means words.  Words on a page = content.  Let me (hopefully not) be the first to tell you, words on a page does NOT = content. (Well technically it does, but that’s not what this article is about…)


People.  Content should sell.  Content should evoke emotion.  Whether it makes someone want to click the buy now button or continue reading, your content needs to prompt the reader to DO SOMETHING.  To be clear, content can consist of written work, videos, podcasts, infographics, images, etc…  Any and all of these can and should be used to get your marketing message across.

What’s that you say? You don’t know how to create videos and podcasts and you can’t afford a graphic designer to create images and infographics? That’s okay… Start with the written word.

Take that website you have (you do have a website… right?) and go page by page as if you were the consumer.  What are you missing?  What could be clarified?  If you had no earthly clue what your business did, what would help you understand?

Now, take some time and craft some paragraphs, headlines, and taglines that will assist your possible client who is confusingly browsing your website in developing a clear understanding of what your business offers. (Word to the wise: unless you are a professional editor or copywriter, have a second pair of eyes look at your work and give you suggestions.  I promise you won’t regret it!)


Keep this in mind: there is NO excuse for crappy content.  Did you run a Facebook promotion that flopped? Blame crappy content.  Are you getting visitors to your site but seeing high bounce rates? Crappy content (or slow load times, but that’s another article…)

Look, what I’m trying to say is that many marketing fails come from crappy content.  Don’t be that guy.

Oh, and if you don’t actually want to write your own content, we’d love to do it for you. Contact us to find out how.

Who is J. Eckmann?

J. Eckmann (or, Jakki) is a content strategist, who specializes in communicating brands through the power of diversified content marketing. Knowing that there is a giant gap between traditional marketing and current digital marketing trends (think SEO), I believe it is imperative to ensure companies bridge that gap! By providing a comprehensive content strategy, it is my goal to show my clients first-hand how content can help them achieve their business goals.

5 Ways You Are Doing Social Media All Wrong

Social Media. If your business isn’t on it, you’ve probably been told by more than one person that it should be. You’ve probably also been referred to a company that can do it for you. And, you’ve probably been prospected by another company who offers to run your social media accounts for a monthly charge. $10 a month, $20 a month, $400 a month…. how much is this service worth? Well, if the company is doing it wrong (which many are), it’s worth $0 a month. Why? Because there are so many misconceptions and misinformation about how to run a business’s social media accounts that if it is not run correctly, your business will not thrive on social media, it will stagnate.
We hear it every day; the myths about what social media does for you, the ideas about what you should be doing, you name it, we hear it. So, we thought we could help out and deliver to you the top five ways you are doing social media all wrong.

5. You post 3x a week on Facebook… and call it good.
No, we aren’t saying you need to be on 10 other platforms. Nor are we suggesting that you post more than 3x a week. What we are saying is that you need to be doing more than JUST posting.  Social media is social (imagine that!).  No one likes to talk to the person at the party who ONLY talks about themselves, and the same goes for social media.  Engage with others.  Follow other businesses, share their posts, comment and like their material!  Be social- that is what it’s for!

4. You are on Facebook, Google+, Twitter, Instagram, Snapchat, Periscope, Pinterest, Myspace, Youtube, Tumbler, Linkedin, and 5 other sites that you can’t remember.

Okay, so that’s a bit of an exaggeration, but seriously, we can’t tell you how many businesses feel pressured to be on everything.  The thing is, very few people have the resources to successfully run ALL those platforms regularly.  Unless you have a full time social media marketer who is dedicated to posting on all these, it’s not gonna work!  We can tell you that for one client, we spend about ten hours a week on Google+ and Twitter alone.  You know why?  Because (see number 5) you can’t just post- you have to engage!  You have to thank your new followers and retweeters.  You have to grow your audience and curate content.  So imagine if it takes 10 hours for those two, how long it takes for all of them!  Our advice: start with one (Facebook) and then add one on at a time.

3. You aren’t boosting your Facebook posts.

Facebook’s algorithm only shows your posts to about 6% of your followers.  That’s right- if you have 100 followers, only 6 (ish) will see a non-boosted post.  If you aren’t boosting, every once in a while at least, you are missing a great opportunity to get in front of people.

2. You are boosting your Facebook posts, but they are the ones you shouldn’t be boosting.  

Pictures, your page, memes, content from a website that is not yours… STOP boosting these things!  You are wasting your money if you are spending it on meaningless material that won’t send people back to your website.  The whole goal of marketing is to get sales, right? (Well, and to promote brand awareness {so you can get sales}) So why would you promote someone else’s content? Or a funny meme that has nothing to do with your brand? Or a picture Grumpy Cat because it’s Monday?  It doesn’t make sense, so stop doing it.  Also, stop boosting a post that says “call us at 555-555-5555” as the main copy.  Nobody is going to memorize your number and call you because you said so.  Also, that is not intriguing or appealing, both of which you need to effective marketing.

1.You aren’t posting content from your website.  

Content marketing.  It is here and the time is now.  If you do not have content on your site to promote, you are probably using someone else’s.  Go back to #2 and re-read.  Okay, moving on, you need your own content.   Whether it is an article, a product description/photo, an offer, a video, you NEED to be posting that.  When we have clients who have limited content and don’t want us to do at least a blog for them, it is extremely challenging to market them on social media.  Sure, we create brand awareness because we post for them and engage for them, but getting traffic to their website? That is slow going compared to clients who do have content.  That said, content is expensive.  And tough to create if you aren’t a writer/ graphic designer/ video producer/ web guru.  BUT, there are resources out there and it can (and should) be done.

Thinking your social media strategy is going flat?  We can help.  From providing strategy consulting to social media trainging, to full fledged social media management, we know what we are doing and can help you get on the right track.

The Benefits of Using Social Media for Your Real Estate Business

Social media has changed the way Realtors do business. The days of Yellow Pages, direct mail, and value mailers are starting to become obsolete. Savvy real estate agents are now looking to social media networks for lead generation, sales, and brand building. If you have not been active on social media, it is time to start. Recent studies show that Facebook, YouTube, Twitter and Google+ have millions and even billions of users. Social media is where the masses are, and it’s where you need to be. Here are some great benefits of using social media for your Realty Business.

Builds Your Reputation

Social media can help you to position yourself as an expert. When you are seen as an industry expert, people trust your advice and judgment. You are able to attract new clients and to grow your business. If you currently have a weak social media presence, increase it by providing your followers with insightful, quality content. Before writing any post or tweet, ask yourself whether your followers will find the information useful. This will help you to keep them engaged. They will begin looking forward to your real estate tweets or posts.

Helps You to Network with Clients and Other Realtors

Another reason you should take advantage of social media is to network with clients and peers. Connecting with your existing and past clients can help you to get new referrals for your business. You can request your readers to share your links or articles at the end of each post. This might help you to connect with people looking to buy houses.

You can also follow Facebook pages, Twitter accounts, and LinkedIn accounts of other real estate agents. Join top Facebook and LinkedIn groups that are relevant to your niche to learn, engage, and grow. You will be able to meet with online gurus ready to share their knowledge, time, and expertise. You can learn how they market their businesses and ask any real estate questions you might have. Networking with other successful realtors helps you to succeed in the industry.

Diversifies Your Marketing Efforts

Social media helps you to diversify your marketing efforts. By mixing social media marketing with online advertising, you can take your business to greater heights. You can reach clients you could never have reached with traditional marketing methods. By updating your Facebook and Twitter accounts regularly, you can keep clients informed about your listings.

You can also market your real estate business on YouTube by posting videos. A simple photo slide or a short video can help you to inform subscribers about a new listing. People are visual by nature and respond better to images than text. By regularly displaying images of your new listings, you pique their interest and keep them focused on you. Apart from uploading videos of new listings, you can show videos of your local community, of happy clients who have just found a new home, or of your experiences as you prepare listings before they go live.

Boosts Website Traffic

Sharing original blog posts and videos in social networking sites helps you to connect with an audience that is hungry for your expertise. Your subscribers and followers can share the information on different social channels expanding the reach even further.

Updating your content regularly helps your website’s ranking to increase. Search engines favor fresh content. When they see that your pages and tabs are being linked to by many sources both on and off social media, they will know they are important and rank your website highly.

Social media has many excellent benefits. It allows you to give professional advice, network with industry peers, generate leads, and nurture relationships with existing clients. Use it to take your business to the next level and capture your leads effortlessly as your social media leads traffic to your realty business.

Think You Don’t Need Social Media? These Stats Will Prove You Wrong

We’ve all been told that Social media is no longer a decorative “nice to have”, but a core pillar to business marketing success. It can differentiate agents in their own market… plus the value of targeting through ads on social media is incredible.

All the social media gurus talk about how important it is to post regularly. And statistics typically show that using images increases engagement as well. In fact, the real estate industry was tops in posting content and images and the like….  But, after months (years??) of effort, you still aren’t getting any results!   Likely it’s because you’re not posting the right things.  But don’t give up!  Before you quit, or decide not to start, keep these stats in mind:



  • 9 of 10 home buyers rely on the Internet as their primary research source
  • 52% turn to the web as their first step
  • 70% of customers prefer to get information about a company from content rather than ads
  • 60% of buyers Google their agent
  • Social Media, Blogs, and SEO are among the most important inbound channels


  • Only 12% of Realtors have a Real Estate blog
  • 49% of Realtors use technology to stay competitive with other Realtors


Seems like you may have an opportunity here, hmmm?!


BUT SOCIAL BETTY (cue whining) Social media and content are great way to stay top of mind, establish myself as an expert and target potential clients, but it takes so much time!

Shhhhh, we know.

Whether it’s a matter of finding time, getting familiar with the different platforms, or creating and the right content to share, we can help you create and implement social media strategies and curate content to become a valuable resource for your clients and soon to be clients.

Now take a deep breath, know there is help that could be on the way, and call us.  We’ll get it taken care of.  Wink!

Analysis Paralysis: Is it Affecting Your Marketing?

Many real estate agents suffer from “analysis paralysis” when attempting to launch a social media program.

Analysis paralysis or paralysis by analysis is “the state of over-analyzing (or over-thinking) a situation so that a decision or action is never taken, in effect paralyzing the outcome.”

Agents often over think their social media and content efforts, spread themselves too thin by signing up for every service available, developing an over zealous content calendar, and then realize that they spend more time managing their social media accounts than their real estate business.

What happens then is sad.  Abandonment.  All those social media accounts, all that time, then…. silence due to the abandonment of social media and content efforts.

Seem familiar?

If so, here’s what we suggest:

  • Get a dedicated social media professional to post to social media channels using custom content and campaigns
  • Grow your audience with promoted posts, ads, and audience targeting so that every time you post you drive more business.

But wait…. Another common problem that we hear LITERALLY All.  The.  Time.  (OK, not really literally…) is that our clients abandon their social media because they don’t have anything interesting to share.

While that may seem true, analytics are a friend of ours and we know what people like to see.  We also
figure out what the most relevant content in your area is by doing keyword research for your farm or area of service.  Trust us when we say this is a tremendous help!

You see, the key to a successful social media marketing program is to share valuable information with an audience who can benefit from that information. For real estate agents, blogging and social media go hand in hand.

How do we know it works? We are crazy about analytics. We track performance and show you what that performance looks like. You, in turn, get monthly performance reports to indicate your growth and how your campaigns are performing.  And trust us, you WILL perform well with our help.

By consistently posting high-value, relevant content on your website and/ or social media networks, our analytics have proven that we are setting you apart from the other agents in your area, allowing you to own your market.  Like a boss.


Custom Content. It Matters.

Some of the information that would-be clients find about you on the web (how long you’ve been in the business, which listings you have, etc) is completely straightforward.  You can highlight it, but you can’t really change it.

Other information is created by others—reviews, ratings, etc., and frankly, is beyond your control. But, guess what?!   There’s plenty of information you can control and create, and this is what we mean when we say “custom content”: the stuff you write and share that differentiates you and gives prospects a little extra somethin’ to go on when they’re considering whether or not to hire you.

Now before you go off writing content willy-nilly, understand that  it’s not just about creating content: it’s about creating superior content.  After all, the increase in availability when it comes to providing excellent information also means an increase in noise.

Think of it this way: years ago, your potential clients only had a few options. Today, they have seemingly unlimited options. So how do you make yourself heard? By producing content that’s better, more engaging, and more informative than the other guy’s.

Not sure where to begin?  We are pretty good at this stuff… You should let us help you. 😉