For many years I trained real estate agents and other sales professionals how to use CRMs such as ACT, Maximiser and Goldmine, to manage their contacts. One day a brokerage manage complained that I had turned some of his best agents into poor techies and their sales were suffering as a result. He was right, some sales people were spending more time in front of their computers sending scripted letters on birthdays and anniversaries and less time actually maintaining their relationships with their clients.
I have never forgotten that conversation and the importance of real touch relationship management. I am now a Realtor myself and I use Twitter regularly, have a business Facebook page, a personal Facebook page, an active profile on LinkedIn and Google+, I post to Instagram and Pinterest and write a Blog. With all of this going on it would be very easy to become lost in the maze.
I use Nimble CRM (nimble.com) to manage my leads, activities and deals and keep in touch with the interactions of my contacts in their own social streams. I use Hootsuite (hootsuite.com) to track and post to my social media apps. These tools are critical but they are not the answer by themselves. I make sure I stay in touch with my clients by telephone, personal emails, and face to face meetings where and whenever possible.
Building and maintaining relationships on social media requires a conscious effort. Writing or finding good content is an art, reading through the streams of information posted by your contacts can be daunting. Social media is not an easy way to build and maintain a network but it can be a very successful strategy when done in concert with a strong personal touch.