I wrote a similar post a few weeks ago for the ISA forum, and thought I would also share with those appraisers outside of ISA and the ISA forum.I was recently reading an article on the legal profession which included a private survey on how law firms planned to promote their services in 2010. I was pleasantly surprised to see that 92% of those responding stated that social media was in their plans. This includes online activities such as websites, blogs, social networking, Youtube, Feeds, RSS, embedded video, images, podcasts, tags, Twitter and social media press releases. But it is beyond any of the singular sites and networks, it is how they all may be used together to gain maximum benefit and brand exposure.
You may not realize it, but appraisal organizations are taking advantage of social media. ISA is actually using many social media concepts for its upcoming conference in Toronto. ISA HQ is sending out internal email blasts to members with images, links etc, there is info on the main website, plus a mini site devoted only to conference at www.assets2010.org. ISA has press releases coming out for both online and print publications, have posted on the news-antiques press release site, have snail mailed brochures, and have other promotional activity planned. ISA has a LinkedIn group, and soon will be active with Twitter and Facebook as well. It is the planning and coordination between various social media outlets that makes the campaigns worthwhile, any one on its own might produce few results, while as a group, the promotional efforts start to take hold. The social media sites are excellent ways for groups and organizations to stay in touch with their members. AAA has been active with both Twitter and Facebook.
In September, 2009 I posted on the Appraisers Post about a Realtor's technology survey (click HERE to read). The survey revealed that real estate professionals were using social networking sites with more frequency. As a matter of fact the increase in the use of social networking sites rose from 33% surveyed in 2007 to 84% in 2008.
Now add in the recent survey from law firms, and it shows the importance of not only an online presence, but the connection and coordination of all available online promotional, marketing, and networking opportunities.
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For example, you can send out a free press release, and also have it posted on a website, a notice about the release can be send to connections on a networking site such as LinkedIn and also Tweeted to followers. You can easily record a video or podcast and have it hosted online. Social media networking keeps your name in front of fellow appraisers and clients, drives visitors to your website, and hopefully, turns more business referrals and inquiries into paying clients.
I have been experimenting with blogs and also now with LinkedIn, trying to build a sufficiently large number of connections with appraisers and related fields for networking. In fact, LinkedIn has several great groups for appraisers with some very interesting discussion topics. News of what other appraisers are doing and working on is interesting as well (I like to hear what other appraisers are doing). With LinkedIn (which is for business networking)you can post a profile, and also update connections on what you are doing, as well as members of the select groups you belong to. You can start discussions within a group and invite other LinkedIn members to join your groups or become connected to your network. I recently signed up with Facebook and Twitter, although I am just starting to learn each system. On both the Appraiser Workshops Blog and the Appraisers Post I have recently added icon's and menus at the bottom of each post for easily sharing of content with social media organizations. So if there is an article of interest, and a reader wanted to post on Facebook or send a Twit, it is easily accomplished, and the news starts to go viral.
I would highly recommend all appraisers visit LinkedIn and sign up (www.linkedin.com). It is free, but for the process to work, you do have to devote time to posting and working with and learning the site. I can now reach more appraisers through my LinkedIn connections and blog posts than I was able to on the ISA forum.
I again wish to emphasis that for social media to work effectively you need a plan, and also need to combine many of the elements into a cohesive and recognizable brand, just doing one will probably have little effect and little added value. Some experts say you should set aside a certain time every day to work on your profile and connection updates.
Social media is the currently one of the fasted growing area of web 2.0. Many appraisers were slow to embrace the original web, software, websites, email etc. I highly recommend that instead of being behind the curve and playing catch up, that we as professional appraisers start to take advantage of what is available to market our practices and reach new clients. Remember, many clients and users of appraisals are also using social media as a guide in finding and locating competent appraisers.
After joining LinkedIn, there is a good appraisal group for professional appraisers that I help manage with Brian Hiatt of Collectorpor software. I think it is one of the larger and more active of the independent sites. I encourage all to join. Just click on the banner in the right sidebar.
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