A previous post here on RealBlogging offered an excerpt from an article at Broker Agent News authored by Michael Parker. (Ref. "What Every Agent Needs to Know about Blogging, Social Networking, RSS Feeds and SEO.")

I read Michael's article. I'd say his position on social networking seems evident given the four times he used the word "hoopla" to describe it.  I respect Michael's thoughts on the matter, but I have a different take.

Agency Relationships Span More than Sales.

The main concern I have is that some readers may simply skim the article and takeaway the message that "what every agent needs to know about blogging, social networks, RSS" and all that is that it's nothing but "hoopla" with only "future promise." The implied message being that these channels have little or no present day benefit because they don't help you sell a house. I might otherwise agree if I were to accept the constraint that "benefit" = "sales." And nothing else.

Sales is important.  Without a doubt. But if the client/agent relationship were viewed primarily in context of selling and productivity, then I think we risk tipping the equation a little much in favor of the agent's self-interest.

The Right Tool for the Right Job. 

While I can agree with the assertion that social networks, blogging, and the like probably "don't... help sell houses TODAY," I can't go so far as to say it's all "hoopla."  

I think that just like using any tool, there's a purpose for which that tool has its best utility. While I could use the butt-end of a screwdriver, for example, to drive a nail into the wall, it wouldn't be the best use of my time for that activity. There are other tools more appropriate for that. In similar fashion, someone may choose to use social networks, blogs, RSS, and the like as "tools" with the objective of selling houses. But, just like pounding a nail with a screwdriver, social networks may not be the most appropriate tool for the activity of sales.

I'm in the camp that says social networks and blogs are more about connecting, mutual-help, self-help and community building. If any of that leads to a sale, great. But I think the going-in position should be about community connections. And therein lie the present-day benefits.

Pumpkin Patches and Community-building.

I see social networks and such as a sort of virtual equivalent of the pumpkin patch some of us host for our communities around Halloween time.  We congregate, we participate, we connect.  And it's through that connection that we give others the opportunity to get a sense of the type of person we are, our values, beliefs, willingness to help. (Or not!)

Outsource non-core Competencies. 

Just because some of this stuff may seem new, scary or may interject concerns of bogging us down with non-client-facing activities, doesn't mean we can't find examples of how others have outsourced similar activities.  One of the biggest misconceptions about blogging is that it necessarily carries the pressure for each of us to publish daily.  Rather than single-user blogs, consider facilitating group blogs in your community.  Build the community, then "outsource" the publishing activity to its members!  Member-generated content is what "2.0" is about.

Blogging in Lake County. 

David Crockett, for example, has created a community blog in the area of Lake County.  He outsourced the creation of a group blog to a blog hosting company.  And then, he facilitated the connections to build a community and essentially distributed the publishing burden across 31 other members.   

How'd he do it?  In local community meetings, he invited local businesses to create a profile on his group  blog -- free of charge to the members -- and encouraged them to write about events in the community, happenings in their business, experiences with customers and other stories in/around Lake County. 

I can't say how much sales his team generates from the community blog. But, it seems reasonable to believe he has daily visibility with at least 31 of the contributing commerce members who post on his blog weekly. Then, factor that visibility by the number of times, perhaps, any of those contributing businesses publicize "their" blog in the community and the connections grow.  Each member is also better off because each now has an opportunity to connect with the community.  And, the community is better for it because they gain more than a solitary blogger's perspective.

Sort of like hosting a real world pumpkin patch during the Halloween season, you don't go out and hard-sell your services, you make yourself available, you participate and give back to the community and in the process people get to know you and what you have to offer.

I like Tim O'Keefe's comments in response to the earlier post that launched all this:

"Like everything on the net, one needs to consider "both hands". On the one hand all this stuff (blogs, social nets, etc) are just webpages...And these free pages and links drive traffic."

"On the other hand, many who sell the dream say that a blog, or a spot in myspace, or facebook or their own razzle dazzle social system made especially for real estate is the answer to capture targeted prospects... Well, the 'first hand' is probably closer to reality and the latter a sales pitch... Unless. One takes the time to individually enter conversations where your prospects reside."