Social Media Don’ts

It’s no secret that social media can be an incredibly lucrative resource if used correctly. The challenge most of us face is knowing how to use each channel and learning how to navigate the best practices and unwritten rules surrounding each of the various social media tools.


There are about 1.6 billion people on Facebook, 400 million on Instagram, 320 million on Twitter, and 100 million on LinkedIn. And those are just the most common ones – in the real estate world, we also have Zillow, Trulia, and to worry about in addition to common creative platforms like Pinterest. 

If you use them correctly, the results can be tremendous, but if you don’t, you will have wasted a lot of time and effort with little to no pay off. Here are some common mistakes to avoid:

Posting without an end goal.

Before you join a certain channel or decide to share something on said channel, make sure you know what you are trying to get out of it. The answer doesn’t have to be the same every time, but asking yourself that question will ensure that you’re not wasting your time putting forth content that won’t pay off in the way you want it to. Do you want people to end up on a certain blog page? Call you about a certain project or event? View your YouTube channel? Figure out the ideal scenario for how your viewers might respond, then make sure the message is designed to take them there. 

Mass posting across all channels.

Not all social media channels are created equally, and treating them as such will likely annoy your audience and make you look like you don’t know what you’re doing. As an example, it’s hard to promote a blog post on Instagram – it’s a highly visual platform that is largely viewed on mobile devices making it non-conducive to an in depth reading experience. Facebook, on the other hand, might work perfectly. Knowing the difference helps you reach your desired result. And for those that follow you on multiple platforms, they’re less likely to be annoyed by repeat posts across all channels if you make sure you’re being selective about what goes where.

Figure out the ideal scenario for how your viewers might respond, then make sure the message is designed to take them there

Posting content that is inconsistent with your brand.

Your brand can have various facets and components – just because you post something serious one day doesn’t mean you can’t post something funny the next day, or artsy the next. That being said, you should have an idea of what your audience expects from you. What are they looking for? Viewers don’t understand what you represent also won’t understand what they’re going to get out of following you. Make sure the benefit of following you is very clear to them, and doing so requires a certain level of consistency in the type of message you promote.


If you’re not familiar with what click-bait is, it includes titles that use certain phraseology intentionally designed for the sole purpose of making people click on the article. For example, phrases like “… and you will not believe what happened next!” or “…what they discovered was shocking.” Facebook’s algorithm is beginning to block out these types of posts from people’s news feeds, effectively punishing your content for titles that include these types of leading phrases.

Paying for followers.


It works in the sense that yes, you will get your promised “2,000 followers in one week!” but no, it does not work in the sense that it will boost your conversions. Followers that you pay for have no real vested interest in what you provide, otherwise they would have been following you to begin with. You may see a quick bump in engagement and interest initially, but it will taper off as those uninterested people begin to unfollow again because you can’t pay people to care. Don’t waste your money. Build out your platforms to promote profitable engagement instead.


Nothing will get you an unfollow quicker than this. Know what’s appropriate for each channel – how much you can post on Twitter in one day may be vastly different than Facebook or Instagram – and understand that the goal is to remind your audience that of your value without shoving your message in their face until they get so annoyed by seeing your name pop up in their feed that they unfollow.

Trying to do it all.

Not all platforms are for everyone. It’s easy to feel like you have to be on every platform just because everyone else seemingly is. This is not the case. Know your audience and determine where they might be most reachable. Then go from there. Trust me, you’ll save a lot of time and effort if you avoid posting to platforms where your clientele doesn’t hang out.

Think to yourself – what does my audience want to see? What interests them? Why did they follow me in the first place? 

Being overly promotional.

A little goes a long way – it’s okay to do some self-promotion on social media, but a lot of times social media is great for just putting a personality, a face, and a brand behind your business, company, or service. Make sure your audience knows where to find you and knows what you can do for them, but don’t forget to spend some time just building a relationship with the customer – tell a story, show them what happens on your side of the process, let them engage with you as a person, not just as someone who is trying to rake in conversions.

The bottom line? Social media can be a tricky game to play, so don’t get caught up in followers, likes, and comments. Think to yourself – what does my audience want to see? What interests them? Why did they follow me in the first place? Then deliver quality content that is consistent with that brand you have developed. If you can do that much, the rest will follow (no pun intended).