Social media can be a powerful tool to connect with clients of all kinds, across regions, and largely in real-time. When used properly, social media can also keep you top-of-mind, provide context for continued engagement, and even serve as a public persona that drives new clientele.

Like most tools, however, social media is only as effective as your ability to use it wisely. You’ve likely read up on ways to optimize your social media habits, but have you considered some of the missteps you might be making? After all, social media is part science, part art-form. It takes time to cultivate the right voice and level of engagement with your specific demographic of clientele. With that in mind, here are a few pitfalls to avoid and philosophies to consider as your craft your social media presence for the better.

• Too Much, Too Soon

This one may seem like a no-brainer, but restraint is just as important as engagement. In other words, don’t flood your followers with several posts per day, evites, direct messages, and comments. Too much engagement will seem like you’re trying too hard and that interacting with an individual is less important than your boosting your numbers. Your approach to social media engagement shouldn’t be scattershot. Quality is better than quantity, so be sure that your content is engaging, well-timed, and dished out in appropriate intervals. Otherwise, you’ll repel followers or cause users to mute your feed.

• Mixing Business with Pleasure

While real estate is certainly a business built on relationships that requires a personal touch, don’t make the mistake of using your personal social media platform to perform your professional role. First of all, it’s simply easier to cultivate a consistent brand if your professional persona isn’t mixing with your private life. Second of all, you’ll be able to exert much more control over your privacy, interactions, and any targeted ads if you keep your personal and professional spheres separate.

• Posting Without Engaging

Engaging in social media is a holistic experience. It’s not enough to simply post content and disappear. Think of your social media presence as a persona that interacts with followers—commenting on their newsfeeds, liking and responding to their comments and questions on your page, and looking for way to engage specifically, rather than in a one-size-fits-all capacity. This type of engagement not only boosts your presence and algorithmic ranking, but it also helps grow your base organically by demonstrating your interest and commitment over time, while personalizing your brand.

• Hitting the Same Note Again and Again

Not every post or comment you make on social media should be geared toward sales. Again, a strong social media presence is about painting a whole picture of your brand and persona, not just acting as a venue purely for reaping leads and sales. Incorporate current events that engage your audience, consider promoting or recapping local events, find content that your audience will benefit from even if it’s not directly about you. All in all, you want people to find value in your social media presence beyond the transactional.

Crafting your social media image might seem like an overwhelming prospect, but it really comes down to treating others the way you want to be treated. Think about what appeals to you about the social media influencers you follow and why. No one wants to be nagged or sold 24/7, and you should treat your professional pages like the extension of your business that they are. Avoid these mistakes and you’ll be one step closer to a sleek, successful, and engaging social media brand.

Brandon Doyle – RETI Contributor