Discipline, planning and persistence are the keys to succeeding on social media, according to a consultant.
Sandra Pigram from Social Media Business Boosters told The Adviser in a video interview that brokers need to write a robust content plan and then have the discipline to follow it.
Ms Pigram, who was formerly chief executive of New Zealand firm Mike Pero Mortgages, said knowing what to post on social media is one area in which brokers come unstuck.
She said it was important to tailor the message with the end user in mind – for example, postings that attract first home buyers wouldn't be relevant to potential investor clients.
"So write a blog and explain ways to make their life easier. Show your expertise in writing. I always say a blog is essential; even if you just write one a month, it's really important," she said.
Ms Pigram said brokers should strictly separate their professional and personal lives on social media.
"Showcase your expertise; don't show the size of the fish that you caught on the weekend," she said.
Ms Pigram said it was essential for brokers to have a Facebook site, because so many potential clients use the site to share valuable intelligence about lifestyle changes and family moments.
She also advised brokers to have a presence on LinkedIn, where she said 80 per cent of their referral partners could be found.
"Lawyers, financial planners, accountants, real estate agents, property brokers – they're all on LinkedIn and they're all very active," she said.
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