(Updated August 2011)

With 750 million members worldwide, Facebook is THE social network today. It's also an ever-changing, evolving time-suck. Poking is passé, privacy rights are in flux, and don't get me started on Farmville! Rule number one for Facebook - or any other social network for that matter - is to assume all the privacy shields you have created will fail and your whole profile will be visible to everyone. Before you post that photo or add that snarky comment, step back and consider: how would you feel if your mother saw this? But beyond the basics, how are REALTORS® using Facebook in their business? This Updated Field Guide goes over the basics, reviews current security settings and explores how REALTORS® are using the social network to build their brand. (D. Shumaker, Senior Library Information Specialist) 

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Social Media Statistics

According to the 2010 CRT REALTOR® Technology Report, 85% of brokers use Facebook for real estate business purposes, the highest of the major social networks. 

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The Basics   

So many getting started guides were written so long ago that most of their info is not relevant anymore.  For the basics, visit the help section of facebook.com itself.  You don't have to sign up to access.

Setting Up a Facebook Page, (Facebook, n.d.). - A Facebook Page is a public profile that enables you to share your business and products with Facebook users.

What's a 'Like' Worth?, (Forbes, Aug. 8, 2011). - Social media is becoming a larger part of many marketing efforts and is swallowing up some of its best data.

Facebook is to the Power Company as..., (New York Times, July 24, 2010). - It's ubiquitous, and not well-liked.

12 Ways to Get Your Facebook Account Disabled, (Agency Sales, June 2010). Q  - It happens more than you might know. Play by the rules or get kicked out.

Are 5,001 Facebook Friends One Too Many?, (New York Times, May 28, 2010). - Facebook co-opted 'friend' and made it a verb. What happens when you reach your limit?

HOW TO: Set Up a Winning Facebook Fan Page, (Mashables, Sept. 2009). - Fan pages are now known as just 'pages', but the advice is the same.

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Protect Your Privacy

Controlling How You Share, (Facebook, n.d.). - The settings you choose control which people and applications can see your information. You can share your information with friends, friends of friends, everyone (yikes!), or you can customize your settings. Take a few minutes to go through each of the sections and customize your privacy.

3 Essential Steps to Facebook Privacy, (New York Times, June 21, 2011).

Facebook's Privacy Policy, (Facebook, Dec. 2010). - Although the font is small and you expect it to be full of legal-ese, Facebook's privacy policy is actually pretty straightforward and readable.

How to Handle a Cyberstalker, (CNN, July 2010). - Here's what to do when someone goes from pal to parasite.

The Web Means the End of Forgetting, (New York Times, July 21, 2010). - 70% of U.S. recruiters report that they have rejected candidates because of information found online, like photos and discussion-board conversations as well as membership in controversial groups.

How Facebook Is Redefining Privacy, (Time, May 2010). - It's in Facebook's best interest if you over-share personal information.

Tell-All Generation Learns to Keep Things Offline, (New York Times, May 8, 2010). - Members of the under 30 tell-all generation are rethinking what it means to live out loud.

Facebook's Privacy Policy, (Facebook, Apr.2010). - Although the font is small and you expect it to be full of legal-ese, Facebook's privacy policy is actually pretty straighforward and readable.

10 New Privacy Settings Every Facebook User Should Know, (All About Facebook, Dec. 2009). - A thorough overview of the most important privacy settings which includes previous settings that are still relevant as well as new privacy settings that have been added by Facebook.

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How REALTORS® are using Facebook

REALTOR.com Facebook Application, (REALTOR.com, n.d.).- Display your listing from REALTOR.com on your Facebook wall. Here's a step-by-step walkthrough [pdf].

Facebook Posting Cheat Sheet, (InmanNEXT, Aug. 4, 2011). - Ideas for content, as well as creative ways to share.

Small Businesses that Understand Social Media, (New York Times, July 11, 2011). - A couple of example of small businesses that are doing social media marketing right and getting impressive returns on their social media investment.

How do I get People to Like My Brand on Facebook?, (Advertising Age, Feb. 28, 2011). Q - Part of the magazine's Your Digital Questions Answered series.

The Ultimate Secret Sauce for Facebook Pages, (InmanNEXT, Feb. 7, 2011). - Less about you. More about them.

When Marketing Through Social Media, Legal Risks Can Go Viral, (Intellectual Property and Technology Law Journal, Aug. 2010). Q  - The viral quality of social media makes it an appealing way for businesses to market products and services, but it is not without legal risks.

3 Social Media Mistakes Real Estate Agents & Brokers Make, (InmanNEXT, July 2010). - Advice from Inman's social media manager.

Maximize Profits Through Hyper-Targeted Facebook Ads, (REALTOR® Magazine, June 2010). - What if you could direct your advertising only to the people who wanted it? You can do that effectively, and inexpensively, with Facebook.

Six Facebook Apps Every REALTOR® Needs, (AgentGenius, June 25, 2010). - Calendar, LinkedIn, SlideShare, Testimonials and more.

Tapping Social Networks, (REALTOR® Magazine, Jan. 2010). - Don't let Facebook intimidate you or Twitter make you twitch. Smart brokers are building brands as members of online communities.

A Broker's Best 'Friend', (Newsweek, Jan. 2009). - Can Facebook revive the real-estate market?

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eBooks & Other Resources

eBooks.realtor.org

The following ebooks and digital audiobooks are available to NAR members:

42 Rules of Social Media for Small Business (Adobe eReader)

The Accidental Billionaires - The Founding of Facebook (Adobe eReader)

Building Facebook Applications for Dummies (Adobe eReader)

The Complete Idiot's Guide to Facebook (Adobe eReader)

Creating Facebook Applications - 100 Sucess Secrets to Creating Awesome Facebook Applications and Leverage Social Media (Adobe eReader)

l'm on Facebook -- Now What? (Adobe eReader)

The Social Network Business Plan (Adobe eReader)

The Truth About Facebook (Adobe eReader)

The Writer's Guide to Self-Marketing Using Social Networking Sites (Adobe eReader)

Field Guides & More

These Field Guides and other resources in the Virtual Library may also be of interest:

Field Guide to Social Networking for REALTORS®

Field Guide to Twitter

Field Guide to Using Privacy & Security Features in Social Media

InfoCentral Blog

 

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