The easiest way to lose focus is to start off with a vague idea of what social media can do for your real estate business. Sure, every other agent and broker has a Facebook page, Twitter account or blog, but you shouldn't promote your brand through social media just because it's what the Jones are doing down the street.

What Social Media Can Accomplish

It's important to understand the many benefits associated with social media campaigns. According to Neal Cabage, the managing director of Enlogica.com, "Social media is mostly a 'high funnel' channel, meaning that you are using it to make introductions to your brand and nurture those leads, so that you are top of mind when they are ready to buy or sell real estate in the future. Social media rarely results in near term closing or sales conversion but it is frequently a 'first touch' or assisting touch point in a longer term marketing campaign." Everything you do in your social media campaign must support your brand. If you are an expert in commercial real estate, it does little good posting blogs about residential properties. Define who you are through your social media campaign.