Build You Own Branded Media House, and Own It

April 7, 2011
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Our friends over at Duct Tape Marketing penned a great post this week titled, Facebook Is Not The House;

Let me be very clear on my thinking on this: Facebook is not the house, Twitter is not the house, your social profiles spread far and wide are not the house.

Your hub, your blog, your website—that’s the house. Build the house, fix the house, decorate the house and invite the party to the house, because it’s the one thing you can own and control. It’s an asset you can grow rather than space you simply rent.

Your activity in social media is all about building a persona and brand that draws people to the house, whether you’re a plumbing contractor, consultant, or someone that wants to create a path to a better career. Build rich and engaging hubs on Facebook, LinkedIn, Twitter or wherever your prospects hang out, but remember you’re always going home.

Focusing too much attention on your Facebook play is like spending a bunch of time decorating and fixing up a neighbor’s house while they are traveling Europe for a year or two. It may be a nice place to throw a party or entertain, but you don’t really own it.

You Are Creating Digital Assets

We have said for some time that your company blog IS the cornerstone of your Branded Media, and that Content Marketing far and away outpaces Facebook Marketing. John has an interesting analogy of Facebook being a “rented space” and your blog and web site being an “owned space”

That line of thinking helps gel the thought that the content you create for your Branded Media, or said differently your Digital Footprint becomes an asset. In traditional terms, an asset isn’t an expense. What we are seeing with our own Branded Media at The Urbane Life is that after nearly (800) posts and over (2,000) comments, a certain amount of momentum surfaced, and while we still need to do regular postings, the result in terms of search and discovery, (a new term by our apartment marketing nerd, Mark Juleen) carries itself.

But, you have to start, we didn’t get (800) posts and thousands of inbound and outbound links overnight. They are all built one article at a time, and one comment at a time. As John points out, make sure you are building your own house, and not just fooling around on someone else’s, like Facebook.

Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured inEntrepreneur Magazine and Business Week Magazine.

Eric Brown

Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine. You can connect with Urbane_Media on Twitter. Eric also writes regular articles for the following publications;  Multi Housing News Social Media Examiner Search Engine Guide

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