Social media: The ups and downs of this free and easy way to expand your marketing reach

In today's economy, every real estate professional is looking for ways to expand their marketing reach for potential new clients. Social media-free, easy and without tech wizardry needed-can seem the ideal tool for advertising and connecting with the community. And as "Do you have a Facebook page?" is rapidly replacing "Do you have a business card?" a real estate professional must consider creating a significant Internet and social media presence a necessary part of their business plan. Social media as a business tool is both interactive and proactive-like a gathering where you only have to give your information once but continue to reach people in a casual yet informative setting. A Facebook page to introduce yourself to the community, a Twitter account with the latest news on open houses and new listings; with each type of social media comes a different way to connect, to inform and to network. Pictures on Flickr, footage of home tours on YouTube, perhaps an informative blog-these pieces of your marketing strategy tie to your web page to create a unified presentation of who you are and what you can do for your potential audience. Second only to Google in daily traffic, one can imagine that after a website, a Facebook page is the next most valuable asset for the web-savvy professional. Facebook is an excellent example of the depth of electronic networking currently available. With it you can create a complete package for the Internet-savvy buyers scouring the web for information. And of course, the great upside of social marketing is once you have made the initial connection to that client, you are then linked to their pool of friends, families and colleagues for further networking. Facebook and Twitter also add the depth of being interactive. A potential client is able to respond instantly to a Twitter message for a showing they are intrigued by. They can message you via Facebook to ask questions or set up appointments. There is an immediacy and intimacy to the relationships set up via social media, a breaking down of walls between client and professional. That connection, of course, can develop into a negative as well. That speed of communication, the easy connection can lead to unrealistic expectations of familiarity. A good way to keep the boundaries in place is to separate personal and business social media accounts. A professional or "fan page" on Facebook and business Twitter account will help keep your professional face front and center. LinkedIn is used exclusively for business purposes. Professionals and service providers are able to list what they do, give their work history, link to their web sites and connect with other professionals in their field. Other LinkedIn members can write reviews, so recommendations and testimonials are wonderful important elements of this network. It seems almost entirely a positive, a natural extension of our need to meet people, to get out and expand our circle of contacts. And, like our contact at a business event, we are in control of our behavior. Internet behavior has to follow the same rules of conduct, perhaps even more stringently as what is seen cannot be "unseen." That means no pictures, no information, no private posts connected to your business persona that would be embarrassing, or harmful to your reputation. Your reputation can be enhanced and expanded by social media or it can be damaged. Your web presence needs to be exemplary; a Google search of your name will not only reveal the information you want clients to see, but rather everything connected to your name that is out there and searchable. Realtor.org estimates that the number of realtors who used social media sites jumped from 32% in 2008 to 84% in 2009. That isn't a fluke or a fad, that is a clear indicator of the way communication and marketing is trending. The savvy real estate professional needs to be aware of the pros and cons as they navigate the world of social media. Gail Lewis is the president at Gail's Graphic Designs, New York, N.Y.