Are all followers, fans and friends created equal?

The closer the relationship the better right? Well not entirely, rather it could be your weaker connections where the greatest gains may lie. Read on to find out how weak ties can help harness the power of your undiscovered network.

Since Mark Granovetter’s 1973 paper, “The Strengths of Weak Ties” many people have been aware of the power of weak ties. So what is the concept, how does it translate into the digital age, and how can Estate Agents use it to their advantage?

According to Granovetter, the people within your social circle are called “strong ties.” Your “weak ties” are acquaintances that you have casual or infrequent contact with. Granvetter’s theory is that close networks typically have access to similar resources, whereas interacting with those outside of your immediate network can open you up to more diverse groups of people and information. Essentially, the more weak ties you have, the more likely you are to be exposed to new opportunities. In an industry heavily driven by personal referrals, expanding your reach into new communities can be extremely powerful for business.

The theory works in everyday situations. The conversation you have with an acquaintance at a networking event can be classed as a weak tie. You may not know this person well, but you’re now on their radar and have the chance to be exposed to people and opportunities from within their network. You might share your business card with them and the interaction could later result in them mentioning you to a friend looking for an Estate Agent.

This idea can really take flight on social media, where you can more readily expand your circle of influence. With the average internet user now having 669 social ties, social media is the tool to utilise your weaker ties. Planning social media with this concept in mind may help you build, maintain and exploit a large undiscovered network.

An interesting study found that one-way relationships between Twitter followers make it more likely that a follower will re-tweet or share your content. Perhaps surprisingly, stronger relationships are less likely to re-post messages. In fact, the study shows that weak social media ties are 50 percent more likely to re-tweet content than stronger relationships. It is your weaker social media ties that have access to a more diverse range of followers and therefore play a greater role in how many people your content reaches.

So how can you use the concept of weak-ties to your advantage on social media?

•    Initially look to build a broad network, seek out diversity, and listen to your weak social ties. Avoid focusing on the number of followers, instead focus on the diversity of followers.

•    When considering content to publish or curate, be open to new concepts, ideas and people that may not necessarily be your usual or primary focus. Your aim is to take advantage of variety and contribute material that will appeal to your weak ties own networks.

•    Share content with high informational value that people will want to share with their own networks. Everyone wants to build their own reputation online, so feed your network with useful information they can re-post.

•    Build a community outside of your immediate network by blogging. Blogs can provide considerable value to others and can draw in new people that may not have otherwise connected with you.

Originally posted on propertyflock.co.uk

Propertyflock is a news curation and social media lead generation platform designed especially for property professionals. Know which content is most likely to generate interest and engagement on social media. Find out more: www.propertyflock.co.uk

Alex Evans

You May Also Enjoy

Breaking News

Popping the Asking Price Bubble

Where in the Uk Can Buyers Snap Up Property Bargains and Where Properties Go for a Premium Above Asking Price   New research from fast selling property company, Upstix has uncovered the UK’s most surprising postcodes for snapping up a property at bargain prices this year, highlighting a widening gap between sellers’ expectations and the…
Read More
Rightmove logo
Breaking News

Highest demand to lease office space since pre-pandemic

The latest insights from the UK’s number one commercial property website Rightmove, reveals that the number of unique enquiries to lease office space is at its highest point since pre-pandemic, as businesses look for spaces that meet modern requirements. Demand to lease office space is 19% higher than the same period a year ago and…
Read More
Planning disputes on new build land
Estate Agent Talk

Planning consultations for major infrastructure to be streamlined

Robert Bruce, a planning and infrastructure partner at law firm Freeths LLP, said he: “Welcomed the change as a significant step to speeding up the DCO process and the focus on the quality and effectiveness of the consultation, rather than box ticking and a risk averse approach to pre-application consultation due to the current legal…
Read More
Breaking News

‘The property ladder pulls further away’ warns Open Property Group

For many first-time buyers across England, the dream of homeownership continues to slip further out of reach. Despite rising wages, soaring house prices are making it harder than ever to get on the property ladder. A leading UK professional house buying company ‘Open Property Group’ based in Buckinghamshire UK, has raised concerns over the ongoing…
Read More
Estate Agent Talk

How Long It Takes to Buy a House in the UK: 5 Common Delays That Can Slow Down Your Home Purchase

Wondering how long it takes to buy a house in the UK? The average timeline ranges from 8 to 22 weeks, but even that can stretch significantly due to unexpected delays, especially if you’re a first-time buyer or caught in a chain. That’s why working with experienced professionals like Belvoir — one of the UK’s…
Read More
Love or Hate Rightmove
Breaking News

Rightmove to host Renters’ Rights Bill webinar with Guild of Lettings

Rightmove is hosting a live and interactive webinar session with the Guild of Lettings to help agents get Renters’ Rights Ready. The webinar will take place from 10:00am – 11:00am on Wednesday 23rd April. Susie Crolla, Managing Director for the Guild of Lettings, will be joining Rightmove to help agents with questions they may have about…
Read More