On the micro level

Twitter is a simple-yet-revolutionary concept. Its users answer one question in 140 characters or less: "What are you doing?"

The answers to this question are called "tweets," and once posted, anyone can see them and respond. The system allows people who are curious about you to "follow" your actions on a daily basis to the extent you wish to post them and find value in doing so.

This is the perfect audience for a mortgage company. Knowing this, wouldn't it make sense for brokers to find a way to discuss mortgages and interest rates and to promote themselves on Twitter?

Many mortgage professionals and companies that have already started using Twitter find it to be an invaluable listening and speaking tool. It gives companies a chance to respond to customers on a personal level with a human voice.

Not only can you hear what people are saying about you and respond to them, but you also can promote your services and inform your clients about industry news. In addition, Twitter has a search feature through which you can search for mentions of you or your company name throughout the network.

Accordingly, if someone tweets about your company in a good, bad or indifferent way, you can respond if you wish. In a sense, Twitter lets you manage your personal and corporate brand as you are out there conducting business with consumers.

There are many benefits to using Twitter. It can help you gain insight when asking questions, get noticed, build your brand and connect with people you would not normally have access to without spending a significant amount of money through traditional marketing.

Avoid pitfalls

Each social-networking Web site has its own set of protocols that, if violated, may give you and your company a poor reputation; cost you followers, friends or connections; or get you banned from the site.

As a general rule of thumb, none of these sites was designed for people to conduct mass e-mails, use a hard-sell approach or try to link up with people you don't know for the purpose of selling your product without being introduced first.

Rather, these sites give you the opportunity to meet people, provide answers to their business-related questions and get to know more about individuals. If you interact on these sites as you would interact at a cocktail party, then you'll likely have no problem.

Listening is a good place to start. Doing so will help you understand the environment and learn how to use the site properly. Once you join, besides being honest, fun and engaging, it is important to stay active. Log on at least twice a week and participate in conversations to stay on top of mind.

These sites don't come with instruction manuals, so it is really left up to your imagination if you work within the proper protocols and learn by observing. There also are some books that can help you get started and marketing firms that can give you a jump-start and help you navigate these social-networking waters so you can achieve quicker results.

By understanding how to use these sites effectively -- whether you take the time to learn on your own or use resources that are there to help -- brokers can see their networks, and thus their businesses, grow exponentially.

John Seroka is vice president of Seroka & Associates, a full-service advertising, marketing and public relations firm, where he is responsible for new business development and guiding strategic marketing and public relations initiatives with his clients. Reach him at john@seroka.com or (866) 379-0400. You can connect with him at linkedin.com/in/johnseroka or twitter.com/johnseroka.

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