Facebook’s recent purchase of FriendFeed is a multichannel marketing boon. Mashable detailed some threats Twitter may face with respect to the FriendFeed purchase while pointing out some threats to Google too. Regardless as to how the game (err war) plays out, as a marketer you’ve just been handed another delicious marketing tool to leverage. I’ve previously written about the potential power of Facebook and Twitter as multichannel marketing tools. The basic gist of the argument is illustrated by how Dell Computer leverages Facebook and Twitter.
A quick perusal of Dell’s Twitter and Facebook landing pages demonstrates multichannel marketing at it best: Dell has Facebook pages and Twitter handles for Dell Lounge, Dell Outlet, Dell Small Business, etc. The beauty of this from a multichannel marketing strategy is that a consumer “subscribes” to a particular channel (out of a choice of many) and self-selects which topic (i.e., channel) is most important to them knowing that Dell will centralize almost all of its communication to them about this particular topic via this channel. This works well for the real-time search features of Facebook and Twitter.
Here’s how this plays out on Facebook’s new real-time search feature for “dell lounge”:
Here’s how the same search plays out on search.Twitter.com:
Here’s a Facebook search result for “delloutlet“:
Here’s a Twitter search result for the same:
As a real estate marketer you could do something like Dell by setting up niche-specific Facebook Pages and separate, corresponding, Twitter handles (for example, focusing on foreclosure investment advice in your market niche). Anyone who fans your Facebook page or subscribes to the corresponding Twitter channel has an expectation of receiving targeted advice related to the topic you’ve identified. For example, in the case of foreclosure investment advice you could update/tweet about listings, market stats, your general thoughts, etc, while cross promoting both channels (for example, on Dell’s Twitter page you will notice they promote their Facebook pages). The synergies realized between both platforms will go a long way towards reinforcing your expertise and further position you as a trusted advisor.