Sunday, July 1, 2012

Social Media in practice #1: A London premium property site & Twitter feed

There are lots of great posts about social media theory. This post is the 1st in a series about putting the theory into practice.

A small property agency in London has been looking to update their web site. They have been getting few hits on their traditional site, and have to advertise offline and online to drive telephone calls to their offices and increase sales of their rental properties and for sale properties.

Over a 2 day period I created the following blog:

It features a listing of properties prominently and is almost a crossover between a property listing site and a blog.

I then created a Twitter account:

The parts that took up most of the two days were deciding on the Wordpress template, I tried four before picking that one, getting the most out of the template options, and putting all the images into the right format.

The Twitter account will slowly follow people interested in property in London. Already, within 6 days, it has 106 followers. A few of these will be likely clients.

The Twitter account tweets a 50% mix of links to the Allytta blog and 50% London property industry news.

Some say this should be a 25% ads to 75% news mix, but with the people the Twitter account is following being interested in property and there being no question that this is a celebrity site suddenly pushing cola - a bait & switch technique. I think such a percentage is reasonable. The Allytta Twitter account is 100% up front about what  you should expect if you follow it.

It will be some time, 3 months I have suggested to the property agency owner, before we know what impact such a linked social media to blog/site will have on sales. Come back here each month and I will update you on progress on this real life example of the use of social media for an SME business in the UK.

Now, the fact that it only took me two days to set up a reasonable looking site and social media strategy for a small business made me think about a few things:

1. Why do some web design agencies charge so much for sites?

2. Why are there still so many static web sites, which are not using Twitter to reach out to potential clients?

3. What else should I be doing for Allytta to show them the practical benefits of social media?

I have considered Facebook & LinkedIn options, and they will probably come in a few months, so it is really other ideas I am hoping you might contribute for us all.

Pinterest, if we have some great pics of some of the apartments with flowers and lovely meals on the table would be nice, I think, but would it generate sales?

What do you think? What have I missed? What social media strategy do you think works?

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