Rules of Social Media:

• Post at least twice a day.
• Don’t post every day.
• As an agent, you have to use Facebook.
• Facebook is a waste of your time.

In the world of social media, it can be difficult to navigate fact and fiction. You’ve probably heard some variation on the aforementioned rules before, and were probably unsure where to go next because they all seem to overlap and cancel each other out. Becoming a social media rock star is no easy feat, but when mastered, can get you bigtime exposure for your business in all the right ways.

If you’ve experienced the slew of contradictions that often come along with improving your social media presence, we’re here to clear the air for you.

There is no golden rule of posts per day.

But there is a limit you should consider. You’ve probably scrolled through your feed only to notice that every single post is from the same individual. It’s annoying. It’s unproductive. And it won’t buy you points with your audience. A good rule is to post items of value that are relevant to your target group.

If you’re niche market is first-time homebuyers, there’s no reason you should be posting ten news articles in a row about relocating after retirement. In this case, it’s beneficial to post relevant thought pieces on the benefits of home ownership, recent listings, etc.—things your audience cares about and that will make them click.

You should not be utilizing every platform.

Only use the outlets that best serve your interest, but familiarize yourself with all of them. You do not need to be a master in Instagram, Facebook, Twitter, Zillow, Snapchat, YouTube, Periscope, and the like. Actually, by trying to stay up-to-date on this many platforms, you will probably end up spreading yourself too thin and end up a novice in all instead of an expert of a few.

Think about what platforms your audience is most likely to identify with and that you’ll be most comfortable communicating with them through. If the answer is Facebook, do your research on the best tools to engage your audience, like Facebook Live and targeted ads. When you have the time to dedicate to grasping one of these platforms, you can eventually branch out into new territory and expand your reach.

There is nothing wrong with posting about your personal life.

Just be cautious about the amount and content of what you post. So much of real estate is making connections and engaging with your community. It’s a little difficult to do that when the community at large only sees you as one aspect of what you do, and doesn’t get a chance to see the family side of you.

Posting about a family vacation, your commitment to community events, and likes and dislikes is something that will humanize you and your business, making you more likeable to your audience and giving you leverage when it comes time to make a sale. If you can pinpoint shared experiences between you and a prospect, they are much more likely to trust you and do business with you down the line.

The most important thing to remember when it comes to social media is that, if you’re being authentic and engaging the audience you want to engage, you can consider yourself successful. It’s important to tune out the contradictory rules and find the strategy that works best for you.