Join the social media conversation: It's everywhere!

Social Media is everywhere, even in commercial real estate. And the time is right for real estate professionals to join the conversation. It is becoming clear that if we are not listening to and partaking in dialogue about our industry, we will not be able to deliver superior value for our clients and customers. Whether you are a developer, broker, investor or legal counselor, you will be more informed and in-tune if you jump online and begin listening to and conversing with your key audiences. To demonstrate social media's reach and impact and to clarify how participating in the web 2.0 conversation will benefit you and your company, Schneider Associates, in partnership with the New York Real Estate Journal, will publish monthly columns on social media topics. We will share how we use new media in our real estate practice and explain the various online applications and players in the social media universe. Schneider Associates is a full-service public relations and marketing communications agency that launches and sustains visibility for new products, services, companies and communities. We know from experience that dialogue and relationship building are the building blocks of all successful real estate transactions and interactions. Social media provides a framework for these important exchanges. Yet many real estate professionals are just now starting to embrace social media to help advance their initiatives. Social media is all about listening to, creating and participating in conversations with your core constituent groups. The social media phenomenon is driven by web-based applications and fed by user-generated content (UGC). Developing programs that encompass a variety of online activities, including social networking (Facebook, LinkedIn), news and social bookmarking (Digg, StumbleUpon), blogging and micro-blogging (Twitter), video and photo sharing (YouTube), message boards, wikis, podcasts, RSS feeds and social media press releases, will enhance your communications efforts. The important takeaway is that with a little work you too can use these powerful online tools to your advantage. They are easy to master, generally free of charge and can positively impact your real estate business in many ways, including: * Reputation Management * Business Development * Coalition Building * Market Research * Reinforce Traditional Media Efforts. Phillip Pennellatore is executive VP/partner at Schneider Associates, Boston, Mass.