The CCIM Institute’s Social Media Starter Guide · Commercial Real Estate s Global Standard 2014...

The CCIM Institute’s

Social Media Starter Guidefor CCIM Chapters

The CCIM Institute’s Social Media Starter Guide for CCIM Chapters v.2: Nov. 2014

Download the CCIM profile picture and cover photo package online atwww.ccim.com/chapter-resource-documents

©2014 CCIM Institute. All Rights ReservedCommercial Real Estate’s Global Standard for Professional Achievement 3

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Think of social media as a dialogue. It can be used to amplify content you’re producing for other platforms, but it should also foster conversation among members and prospects. It’s not a replacement for traditional marketing, but it can be an effective way to expand your reach.

There are at least three good reasons for CCIM chapters to use social media:

• Spread brand awareness Simply said, the more accessible CCIM chapters are to members and prospects, the more those individuals and their networks will be engaged with the CCIM brand. Social media provides an easy way for chapters to illustrate – through words, pictures, and videos – that CCIM is commercial real estate’s global standard for professional achievement.

• Engage with customers As part of the dialogue, chapters can ask followers for feedback, address followers’ questions and comments, and identify brand ambassadors.

• Foster networking Social media platforms create virtual networks among chapter members and prospects, allowing them to connect with each other and start conversations through comments, shares, and retweets.

We’ll focus on four social media platforms: Facebook, LinkedIn, Twitter, and Google+.While most of the advice in this guide can be applied to other platforms (e.g., Pinterest, YouTube, etc.), these four sites are the best places for CCIM chapters to start. Also, there’s no need to start using all four platforms at once. Choose those that your members and prospects use most and expand from there.


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Facebook is the most popular social media website, boasting well over 1 billion monthly active users. While business networking is becoming more common on Facebook, the platform is still less formal than LinkedIn.

Facebook pages look similar to individual accounts and are maintained by individual administrators. Administrators can use an existing Facebook account or create a new one. (Page administrators are not shown publicly.) Facebook pages require at least one administrator.

Creating a PageOnce logged into an individual account, click the arrow icon in your navigation bar and select Create Page. Click Company, Organization or Institution. Select Non-ProfitOrganization for the Category. Enter “[Your Chapter] CCIM Chapter” for the Company Name. Review the Facebook Pages Terms, and check the box. Click Get Started.

You will be walked through setting up a Web address, your page description and adding a profile picture – preferably the CCIM logo. To download the CCIM logo, visit www.ccim.com/designee/marketing- tools#Branding.

The Admin PanelThe Admin Panel is where you get the latest updates about what has been happening on your page. Once your page has 30 likes, Facebook will provide Insights about how many visits and likes your page has received, the interactions people have had with your posts, and how many people your posts have reached.

The Facebook PageYour page is visible below the Admin Panel. This is where you can update the page profile picture,change the cover photo, post content, and edit or rearrange apps. Apps(short for Applications) are additions to your Facebook page that allow for additional interaction with those who visit your page. Your Photos app will automatically populate with any photos you post. Added events will appear in an Events app below your cover photo.

Page DataFacebook provides data about the success of your posts and demographic information about your fans. When logged in as an administrator, click on Insights to view and export this data.

After logging in, you can create a Facebook page from your account settings menu.

www.ccim.com/designee/marketing- tools#Branding.

www.ccim.com/designee/marketing- tools#Branding.


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LinkedIn is a social networking site for professionals that has over 250 million registered members.

A Company Page is the best way to promote your chapter on LinkedIn. Individuals can follow your page and get updates in their newsfeed. Unlike Facebook, the administrator does not need to have a LinkedIn Account. But LinkedIn does require a company e-mail address. If your chapter does not have a dedicated email address, request a CCIM.net email address.

Creating a Company PageTo create company page on LinkedIn, visit http://marketing.linkedin.com/company-pages. Be prepared to add a profile picture – again, preferably the CCIM logo.

The Company PageA LinkedIn Company page only has three tabs: Home, Products/Services, Careers.The Home tab includes the profile picture, banner (much like Facebook’s cover photo), company description, basic information, and posts.

The Products and Services tab can be used to promote CCIM courses, along with recurring networking events or workshops. But first, focus on creating content for your Home tab.

The Careers tab can be used to post job listings, though you may opt to not use it at all.

Videos posted on YouTube or Vimeo can be embedded on your company page simply by sharing the link in a post.


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Twitter is a social media site that involves text broadcasts of 140 characters or less, which are referred to as “tweets.” The site has over 230 million monthly active users, 76 percent of which access the site on a mobile device (source: https://about.twitter.com/company).Twitter is a good tool for posting pictures and links to articles. The website does not differentiate between individual and company/organization accounts like Facebook and LinkedIn do.

All Twitter accounts have a page that is associated with your username, or handle, which is preceded by @ (e.g., @yourccimchapter). Your Twitter Web address will also use your handle, so it’s important to make it easy to remember (e.g., www.twitter.com/yourccimchapter). This is how people identify your tweets in their newsfeed.

Creating a Handle & PageGo to www.twitter.com and register an account right from the home page. Use your chapter name where it asks for your full name. On the next

Even a brief tweet can drive traffic to your website or create a dialogue with other users

page, you will be prompted to create your username. From there, your Twitter page and account are ready to use.

The Home PageTwitter also has a feed of current postings, which will automatically appear on a user’s home page. Users only see tweets broadcasted by companies/people they follow. For an example, search for @ccim, click the follow button, and then click the home icon.This is also the page from which users can tweet, view suggestions on who to follow, and see trending topics.

When you start tweeting, other users will be more likely to find your account if you focus on retweets and @replies. Hashtags (e.g., #CCIMThrive) are used to identify trending topics across Twitter. Also, watch how other reputable organizations participate on Twitter and follow their lead. Learn more: http://support.twitter.com/articles/215585-getting-started-with-twitter#

https://about.twitter.com/company


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Google+ (pronounced “Google Plus”) allows its 540 million individuals and companies to maintain profiles, post content, and communicate with other users. Additionally, you can use Google Insights to see how well your posts are doing.

Creating a Google+ PageLike Facebook, the administrator of a Google+ page needs an individual account. Pages are forcompanies and organizations to post content. To create the page, visit http://www.google.com/+/business/ and click Get your page. After logging in or creating a new account, click Company, Institution or Organization. Select Organization for the Category and click Next. Enter “[Your Chapter] CCIM Chapter” for the Company Name. Review the Pages Terms, and check the box. Click Continue.

The Google+ PageIf you’ve created a Facebook Page, you’ll find that the Google+ Page is very similar. Users view a stream (similar to Facebook’s newsfeed) that populates with recent posts from individuals in their circles as well as from organizations they are following.

Why Google+?Actively posting and engaging with circles on Google+ is beneficial for search engine optimization, which gives your

CCIM Institute uses Google+ to share Institute news and to highlight CCIM member achievements.

chapter more visibility on the Web. Learn more: http://www.ccim.com/cire-magazine/articles/323312/2013/11/hang-out-google


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Customizing Your Page DesignFacebook, Twitter, LinkedIn, and Google+ have two basic design elements in common.

• ProfilePicture This is your prime identifier not only on your page, but also across the social network. A thumbnail version of your profile picture will accompany your posts for easy identification in news feeds in Facebook, Twiter, and Google+. LinkedIn company pages are the exception. You will be required to upload both a thumbnail version and a full version of your profile picture.

• Cover Photo Taking up the width of your page, the cover photo is the visual centerpiece. This can be an actual high-quality photo from a recent chapter event, or a place to feature upcoming events. If you are featuring text or other important elements, be aware of the layout. In Facebook, Twitter, and Google+, the cover photo will not be shown in its entirety.

While both the profile pictures and cover photos look similar across platforms, the dimensions will vary. In most cases, the social media platform will inform you of the required size for images at the time of upload.

To make things easier, we’ve packaged up all the images you need to set up your Facebook, Twitter, LinkedIn, and Google+ pages. Download them at www.ccim.com/chapter-resources.

Customizing Your PostsIf you have the resources to design images for posts, it’s helpful to be up-to-date on image guidelines. These will give you a frame of reference for how to size and where to post images so they are optimally viewed on desktop and mobile devices alike. We suggest Kevin King’s “Always Up-to-Date Guide to Social MediaImage Sizes” on Sprout Social: http://sproutsocial.com/insights/social-media-image-sizes-guide.

But Is Design That Important?Sort of. Remember your goals: what do you hope to achieve by using social media? Is it to foster a place where your members can interact? Is it to promote events and courses? These decisions will help inform the design of your social media spaces and how much time you take in perfecting them. Take a look at current guidelines and best practices, but don’t get bogged down in the details.

�Always Up-to-Date Guide to Social Media Image Sizes�


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Once an organization page has been made, you can invite people to like or follow it. In addition, be sure to include links to your social media accounts in emails and on your chapter website. After sending the initial invites, your likes and followers should grow organically. To maintain and grow your followers, regularly post relevant, succinct content that entertains (e.g., photos) or informs (e.g., articles). Course promotions and other hard sells should be used sparingly. Instead, post photos from courses or events in progress. Show that people are interested in the organization. This is also a better way to start a conversation and ensure that your content will be shared.

RelevantWhat is the purpose of your page? What do your followers want to see? Keep these questions in mind when posting content. The following might resonate with your audience:• photos from events or courses• alerts about upcoming local and national CCIM events• member achievements such as big deals and local/national awards• local business news that could affect your followers• shared content from CCIM Institute or reputable local real estate associations, such as

Commercial Investment Real Estate magazine articles


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EngagingYour posts need to pop to stand out. When possible, include an image. This could be an uploaded photo, or simply a thumbnail image that appears when you add a link to your post. Also, “engaging” means different things on different platforms. For example, a fun group photo that might be perfect for Facebook might not be appropriate for LinkedIn. And short posts generally fare better than long posts, particularly on Facebook and Twitter.


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FrequentTo appear in your followers’ news feeds, you have to post content on a regular basis. If you don’t have much time to dedicate to social media, consider setting aside up to one hour per week to post something on your pages. Two or three posts per week should suffice at first. Sound like too much? Remember that your posts don’t always need to be original. You can share or retweet content from reputable organizations like CCIM Institute!

InteractiveAsk your followers questions and respond to their comments. Find other organizations that might benefit from connecting with your chapter and like/share their posts. Use social media to converse, not just to broadcast.

Retweeted content appears on your Twitter page just like original posts.


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Facebook

LinkedIn

Twitter

Google+

More Tips

Page features overview c/o Facebook https://www.facebook.com/business/overview

“Overview of Facebook Insights” c/o Kissmetrics http://blog.kissmetrics.com/guide-to-facebook-insights

“Status Updates Best Practices” c/o LinkedIn http://marketing.linkedin.com/company-pages/more-resources/company-status

“Get Insights with Company Page Analytics” c/o LinkedIn Marketing Solutionshttp://www.youtube.com/watch?v=CmQS5GLer-8#t=21

“Twitter Basics” c/o Twitterhttps://business.twitter.com/basics

“31 Twitter Tips” c/o Forbeshttp://www.forbes.com/sites/kenkrogue/2013/08/30/31-twitter-tips-how-to-use-twitter- tools-and-twitter-best-practices-for-business

“Why Use Google Plus?” c/o Constant Contacthttp://blogs.constantcontact.com/product-blogs/social-media-marketing/google-plus

“The Basics of Google Plus” c/o Leapfroggrhttps://www.leapfroggr.com/google-plus-marketing

“General Tips for Business Users” c/o Mashablehttp://mashable.com/2012/01/17/business-social-media-progress

“7 Tips for Building a Social Media Audience” c/o Mashablehttp://mashable.com/2013/12/24/grow-social-audience

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The CCIM Institute’s Social Media Starter Guide · Commercial Real Estate s Global Standard 2014...

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