Mitch Levinson is managing partner with Marketing RELEVANCE and the author of “Internet Marketing: The Key to New Home Sales.”

After you have established a solid social media foundation by building a blog, the next step in building your social media marketing program is Facebook. Sure, you may have created a professional Facebook page for yourself as an agent or as a homebuilding company, but do you actually update it and interact with anybody?

If you and your friends or employees are the only ones who are liking, commenting on and sharing content on the page, then you’re not really connecting with buyers effectively.

Consumer Conversations on Facebook – Posting the Right Content

What kinds of content should you be posting?

• Status updates that link to your blog posts.
• Congratulate your new homeowners or company agents on their successes.
• Provide photos, details and links to your listings or community inventory pages.
• Share photos of events you host or attend, homes under construction, amenities, the local area and more.
• Show off your properties through video tours or highlight homeowner and homebuyer satisfaction through video testimonials.
• Run a Facebook campaign that drives buyers into your properties or communities by offering incentives.
• Create a Facebook cover photo and profile image that represent your brand.
• Add a listing search option using information from your database.

Promoting Your Facebook Page

Now that you have content, it’s time to promote your Facebook page to consumers by:

• Adding the Web address to your business cards.
• Include a Facebook icon or link on your website, blog and other social media profiles.
• Include a Facebook icon or link in your email signature.
• Run a Facebook advertising campaign or promote your posts.

Similar to your blog, your Facebook page should be updated a couple of times a week. Status updates on Facebook have a longer shelf life than tweets, and many users don’t want an obsessive amount of status updates, just enough to keep them interested and your company top of mind.

Also important is monitoring and responding to feedback. The goal of Facebook is to create a forum for fan interaction, so when they comment or write on your page in either a positive or negative manner, it is important to acknowledge and respond to them.

Finally, the most important thing to remember about Facebook is to stay true to your brand and have fun!

Mitch Levinson, MIRM, CAPS, CGP, CSP is managing partner with Marketing RELEVANCE and the author of “Internet Marketing: The Key to New Home Sales” published by BuilderBooks. He is an Internet marketing expert with expertise in search engine optimization, website development, email marketing, social media and CRM consulting services. If you’re looking to improve your online presence through website development or mobile website design, contact Marketing RELEVANCE or connect with Mitch Levinson on Google+.