Use social media to form brand ambassadors
To promote auction items electronically, Susan Rasmus, of Rasmus Asset Advisors, Alexandria, Va., says auction professionals should look at Facebook as a cocktail party.
Here, marketers should make small talk and start “liking” what others write and post to the social network. She says it’s important not to talk business in the cocktail party but rather to become “real” friends with people in online communities.
Then, to engage friends in the auction process, she recommends telling stories about auction items as they move through the process of being marketed and sold.
Over time, she says this approach will help social network friends better understand the auction company for which a person works, and ultimately, they will become brand ambassadors.
Tip No. 9 – Develop rich conversations through social media
Similar to Susan Rasmus, Robert Mayo, CAI, AARE, ATS, GPPA, of Mayo Auction & Realty, Kansas City, Mo., talks about business very little on his personal social media presence.
He has a company page for business; however, he says sellers still reach out to him on his personal Facebook page because he has developed genuine friendships through the site, even if he hasn’t met some of his “friends.”
On his personal profile, Mayo talks about the things that are important in his life, and his friends talk about what’s important to them. This helps him develop richer conversations in the aforementioned “cocktail party” of social media networks.
These tips are adapted from “25 tips for your auction business,” a story in the March 2013 issue of Auctioneer magazine. This blog will feature the top 15 tips.