Social Media Training Guide by Fairway Marketing

SOCIAL MEDIA RESOURCE GUIDE Guidelines, best practices, how-tos and general knowledge regarding your favorite platforms

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Social Media 101 What are the advantages of being on social media?

Which platforms should I use?

How do I get started?

How often should I post?

Best practices and tips

Your brand on social media

Lead generation team

Creating your brand

Attracting new customers and business associates

From our Compliance team

Setup guides

Social media compliance

Employee Intranet, Fairway My Way and Workfront

Facebook

Business vs. personal page

Creating your business page

Basic tips and tricks

Tagging others in posts and scheduling posts

Sharing your profile

Navigating your inbox

Adding/removing admins to your page

Adding or changing your CTA button

Paid ads

Lead ads

Facebook stories

Instagram

Creating and editing an account

Personal page vs. company page

Personal vs. Fairway account

Creating and editing an account

Instagram for business

Updating your profile picture and banner image

Uploading photos/videos

Updating your headline

Tagging others

Editing job history and descriptions

Hashtags

Finding others to connect with

Instagram stories

Posting an update

Basic tips and tricks

Sharing updates from other pages

Responding to comments

Tagging others

Liking a post

Endorsements and Skills

Sending and responding to direct messages

Basic tips and tricks

LinkedIn Premium

LinkedIn Groups

LinkedIn QR Code

Twitter Creating and editing an account

Updating your profile picture and banner image

Updating your bio and changing your username

Other Social Media Platforms

Account settings and privacy

TikTok

Twitter for business

YouTube

Hashtags

Giphy

How to craft a hashtag

Google My Business

Searching for hashtags

Zillow

Tagging others

Yelp

Basic tips and tricks

SocialSurvey

Retweet vs. Retweet with Comment

Sending and responding to direct messages

Threading tweets

Liking a tweet

Social Media 101 What are the advantages of being on social media? There are several advantages of using social media. The biggest is increased exposure for you! The time to wait and see if social media is for you has passed. The world has adapted to a massively digital landscape. It is essential to have a presence online or else your potential audience will work with someone else who already does. There are several uses for social media: attracting new leads and business associates, getting your voice out there to those who may be searching for a home, and growing your digital following and credibility.

Which platforms should I use? The best method, if you are brand new to social media in general, is to start small and with what you know. You are welcome to create a profile for every new social site you come across, but really take the time focus on the best platform for YOU! Maybe you only use Facebook and LinkedIn because that is where the majority of your real estate associates and clients live. Working with the platforms you use in your daily life and expanding

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on them leads to greater success in the social media world than plugging information out there to 12 sites that you do not have the time to nurture and attend to properly. The most successful platforms are Facebook, Instagram and YouTube. Why? They are visual and audio/video based, which catches the attention of more people scrolling through their feeds.

How do I get started? Fairway offers resources like Fairway My Way, our employee intranet and log into FairwayFusion to give you one-on-one help and setup guides! All help from Marketing is free of cost to Fairway employees!

How often should I post? No more than three to four times a week is best practice, but gauge your work week and posting schedule to your best ability! If you have a busy week with closings and events, you are welcome to share and post more! Good, engaging content a few times a week goes a lot farther and is more well-received than posting every few hours.

Social Media 101

Best practices and tips RESPOND Be responsive to your comments and feedback! Reply to messages, comments and reviews you receive on social media. The social media algorithms love to see creators that are engaging, thoughtful and responsive.

BRAINSTORM Brainstorm and create a strategy that works for you! We’ve created a strategy tip sheet on Fairway My Way for you to use to be #social!

RESEARCH Do your research on each platform you want to join so you know the benefits of using it and how to harness its power for you!

CONTENT Keep your content a good mix of original posting, as well as what Fairway has to offer through Fairway My Way and custom piece requests through Workfront! Focus on the “why” behind your posts. What is your audience going to gain from it?

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Social Media 101 Your brand on social media Creating your profiles and a posting schedule is the first step toward building your presence and your brand on social media, but let’s explore how Fairway can help take your social media to the next level! Your brand serves as a second voice for you, so treat it with care. Remember, we have a strategy tip sheet on Fairway My Way for you to use to be #social!

FAQ QUESTION: Why do I need my team logo approved? ANSWER: BizDev requires that all team logos be approved prior to use in order to ensure they meet regulatory and Fairway standards.

Lead generation team Our corporate lead generation team can help you run paid ads, lead generation ads, Google ads and give you detailed reports and analytics into how your ads are performing. They also offer services such as Facebook “do it for me!” ads, leadPops and much more!

Start exploring the value of lead generation on the Marketing HUB:

Lead Generation

Attracting new customers and business associates

Creating your brand Think about the tools and resources you have already: a team logo, Motivator, experience. com, BombBomb. What do you already use or have signed up for? These approved vendors offer social media content that can be posted to your pages automatically!

Fairway employees!

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A lot of your business partners are already on social media, posting closings and open houses. Don’t you want to join in and help be promoted from them as well? Lead generation does not have to be strictly from paid sources; you can share posts and tag your business partners in posts that they can share on their pages as well, giving you more exposure! Think of social media as a conversation starter. You only have a few moments to showcase your unique self to your audience, so how will you do it?

Social Media 101 From our Compliance team Our corporate marketing compliance team is here to assist you in making sure your social media pages are compliant, up to date with your licensing information, and here to guide you when creating custom materials and create-your-own (CYO) pieces!

Visit their section on the employee intranet:

Marketing Compliance

Setup guides We’ve created setup guides designed to get you compliant and ready to be social! From Facebook to TikTok, we create new training guides and howtos regularly for new platforms!

Visit the training resources on the employee intranet:

Social Media Resources

Social media compliance Social media examples and requirements:

EXAMPLE: Congratulations on Your Closing Images Per Legal/Compliance, these should be used to congratulate borrowers on their closings, not REALTOR® partners. They should also only be used on closings that you or your team were a part of.

EXAMPLE: Posting/Sharing REALTOR ® Listings and Open Houses When sharing real estate agents’ listings on social media, Compliance recommends focusing more on open houses where the LO may attend as well to talk about loan options there. Listing a post here and there may not be a red ﬂag; however, we should not make a regular practice out of it, especially with the same real estate agent the LO works with on a regular basis. It could be interpreted as giving them free advertising and a thing of value, which is a RESPA concern. We are not in the market to sell homes; we are selling loans, so we shouldn’t focus on those types of posts on a daily basis in our social media anyway. A few posts here and there from several real estate agents, especially ones we haven’t worked with before, should be okay. For clariﬁcation or additional help, please log into FairwayFusion.

ENDORSING ON SOCIAL MEDIA When endorsing your branch on social media, there are many avenues that you can take. Here are a few compliant ways to promote your brand: • Share posts from corporate • Use compliant social media posts from Fairway My Way • Share branch and company culture

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Social Media 101 Below are the best practices for each type of social media post. BACKGROUND/COVER IMAGE

• Fairway logo • Equal Housing Opportunity logo • Company NMLS #2289

IMAGE WITH PRODUCT INFO

• Fairway logo • Equal Housing Opportunity logo • Correct Disclaimer – varies based on what is

being marketed (VA disclaimer, zero down payment disclaimer, etc.)

IMAGE WITH RANKING/AWARD INFO • Fairway logo • Equal Housing Opportunity logo • This shortened copyright disclaimer:

8 6

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BASIC POST IMAGE

• Fairway logo • Equal Housing Opportunity logo • This shortened copyright disclaimer:

SOCIAL MEDIA IMAGES WITH LO’S NAME • Loan Officer’s name as it appears in NMLS • Loan Officer’s NMLS# • Appropriate state disclosures based on

LO’s licensing Find the complete Compliance Guidelines for social media here!

Social Media 101

Employee Intranet, Fairway My Way and Workfront All our most up-to-date resources can be found on these sites: EMPLOYEE INTRANET FAIRWAY MY WAY If you need assistance with social media, please log into FairwayFusion and fill out a help request.

Request

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Facebook Business vs. personal page

Creating your business page

Simply put, a Facebook business page represents a business or brand and showcases the services it provides. A personal page represents a singular social media user and is used to share updates about the user’s personal life and to connect with friends and family. Please be aware that per Facebook’s Terms of Service, marketing Fairway and our products and services is considered “soliciting business.” If done on a personal page, it violates Facebook’s terms of service you agree to when you create a Facebook account. Per their terms of service, business must be conducted on a business page.

We have a training deck over how to create

Click below to view the video over business vs. personal page.

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your Facebook business page. The best part is you do not need to sign up for a new account! This can be created through your personal Facebook login. Click below to download the training.

Introduction to Facebook Click below to view the video of the Facebook overview.

Facebook Basic tips and tricks Be sure to stay active and engaged on your business page! Respond to comments and inbox messages, invite people to like your page and make sure to post on a consistent schedule that works for you! Share what is important and shows off your personality and uniqueness, as well as showcasing Fairway!

Share meaningful and thought-provoking content, followed with a question in your caption to increase engagement in the comments.

Tagging others in posts and scheduling posts We have a training video over how to tag others on all your social media platforms, including Facebook!

Click below to view the video for tagging and scheduling.

Videos and images are the most highly consumed forms of media, so think about incorporating those into your strategy and postings.

When in doubt, share images from Fairway My Way and the Fairway corporate social media! Are you familiar with the “New Pages Experience”? Facebook is testing an updated version of Business page that might look a little different from what you are used to. Details are still being made available, but you can learn more here!

Sharing your profile Be sure to share your profile to your personal timeline! This does not violate the use of personal page to get business, as discussed earlier, as the origin of the content is your business page. You can also share your business page via Messenger (chat) or invite your friends to like your page!

Click below to view the video on sharing your profile.

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Facebook Navigating your inbox Be sure to check and respond to messages on your Facebook business page. This can include reviews, comments on your posts, Instagram comments and general inbox inquiries! By default, once you create your business page, when someone on a desktop visits your profile, a chat box will automatically appear for them to send you a message right then and there. Responding to your messages not only shows others you are active and engaged with your audience, but Facebook also gives you a rating based on your responsiveness. The more attentive you are, the higher the score! Click below to view the video on how to navigate your Facebook inbox.

Click on the video to view how to add and remove admins to your page.

Adding or changing your CTA button We have a training deck over how to add and edit a call-to-action (CTA) button to your page! Click below to download the training!

Adding CTA Button Underneath your cover photo, you will see “+ Add a Button” in a blue box. Click on it. In the pop-up, select which CTA you wish to have displayed on your business page. This can be changed whenever you’d like, but there can only be one CTA button on your page.

Adding/removing admins to your page Adding an admin to your Facebook page can help you with posting and responding to comments. Per legal, account admins MUST be Fairway employees or a third party who has been approved to do your social media marketing. If you need to remove someone previously added as an admin, simply watch the video below and click on their name, then “Remove.” You will be asked to enter your password.

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Click on the video to view how to add a CTA button.

Facebook Paid ads

Lead ads

We have a training deck over the types of paid ads you can do! Click here for paid ad training, and click here to learn about the Facebook Promote button.

Fairway has a lead generation team designed to help set your Facebook up to run lead ads with a capture form. Lead ads work the same as regular ads in terms of targeting, but they also have a custom form attached to the ad that the user will be prompted to fill out. You will then receive and be able to reach out to the lead.

Paid ads are less content-heavy versions of social media posts. It’s very important to have corporate marketing either create or look at any paid ads you want to run to ensure they do not get taken down by Facebook. Please read about Facebook’s ad policies regarding their text-on-image ratio, housing guidelines and their anti-discriminatory policy: click here! We advise that LOs/branches do not restrict their target audiences other than by location. Setting the location to only the states that the LO is licensed in is acceptable. We also advise not changing settings to target certain ethnicities, education levels, genders, languages, etc. as this could present fair lending concerns and could lead to your ad not being approved by Facebook. If your ads get denied too many times, your account can be banned from placing ads altogether and will require a formal review to get the ability to place ads back.

Our leads team offers assistance with this and much more! Visit them on their employee intranet page:

Facebook stories Facebook stories are a visual way to share content. It is a feature that can add filters and effects to images, photographs or videos on your phone. Rather than just posting these images to Facebook, they are posted to the Stories section of Facebook. Stories allow you to share and direct specific content to specific followers of your business page. Click below to view how to create a story on Facebook.

Click below to view the video on creating paid ads.

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Instagram

Creating and editing an account We have a training deck over creating and editing your Instagram account! Click here for the Instagram introduction. Creating an Instagram account and converting it to a business profile is completely free!

Personal vs. Fairway account Unlike Facebook, there is no Instagram rule that states you need to have a personal page to have a business page. You are free to have one Instagram account that combines your personal and professional life. If you do not want to share a combination of both, you can create two accounts and differentiate them by the handle. Also, if you are going to use one account for your personal and professional life, steer clear of posting about controversial or taboo subjects such as politics, religion, celebs, events, etc. What you say and do on social media is not only an extension of yourself as a person and a professional, but also a reflection of Fairway as a company. While it is beneficial to post about your personal life on your

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business accounts, it is entirely different to post about your private life. Keep that content on your own personal page. To add multiple accounts and switch between profiles, click here!

Instagram for business An Instagram business profile gives you a better understanding as to who your followers are, when they’re active on Instagram and where they’re located (to name a few details). Converting your profile to a business one is free and takes no time at all, as it’s done in the app! A few other features include real-time metrics on how your stories and promoted posts (Instagram ads) perform throughout the day, insights into your followers and how they interact with your posts and stories, and the ability to add information about you like business hours, location and phone number. Visit this page on Instagram that goes over Instagram basics, including how to convert a page to a business page!

Instagram Uploading photos/videos

Tagging others

We cover how to upload photos/videos in our Instagram introduction training deck: click here!

We cover how to tag others in posts in our Instagram introduction training deck: click here!

Click below to view how upload photos and videos on Instagram.

Find out other ways to tag people by clicking below:

Tagging and Mentions | Instagram Help Center

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Instagram Hashtags

Instagram stories

We go over #hashtags, their use and effectiveness in our Hashtag training deck: click here!

Just like Facebook stories, Instagram stories last 24 hours on your profile before disappearing. A video inside your story can be up to 15 seconds long before cutting to the next piece of content. Instagram stories appear at the top of your screen when you’re on the Instagram mobile app. Because they’re often the first pieces of content users see when they open Instagram, these stories can get a ton of engagement and help you advertise your regular Instagram photo gallery to more users.

Hashtags are an integral part of communication online. On social media sites, the pound sign turns any word or group of words that directly follow it into a searchable link. This allows you to organize content and track discussion topics based on those keywords. Some examples of hashtags are: 1. #FairwayNation 2. #FairwayConnects 3. #Homebuyers 4. #MotivationalMonday 5. #Homeownership 6. #Mortgage 7. #HomeLoans 8. #Refinance

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Click below to view how to create a story on Instagram.

Instagram Basic tips and tricks Be sure to spread the love! Like and comment on Instagram users’ photos and return the favor when someone gives you a mention! You can add multiple photos and videos to one feed post — and combine the two! Click here to find out more! Use hashtags as much as you can. They are one of the most effective and engaging tools on Instagram!

Responding to comments When someone leaves you a comment on your post, simply tap on their comment to open up the reply field and share some love! Click below to view how to respond to comments.

A mix of your own original content and shared content from others (including from the company) is great! Click here to learn how to share other posts on Instagram! You can integrate your Instagram and Facebook business pages to post simultaneously to both your feed and stories! We have a training deck over that; click here to view it. Additionally, click here to learn more about how Instagram and Facebook work together.

Sending and responding to direct messages When someone sends you a message directly, the icon on the upper-right corner of Instagram’s main page will showcase a number. Tap on the icon and open up the message to respond! You can also use this to send someone who follows you a direct message. Click below to view how to send and respond to direct messages.

Liking a post If you see a post you like on your feed, double-tap the image/video and a heart will appear, meaning you’ve liked the post. You can also tap the heart below the post. Click below to to view how to like a post.

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Twitter Creating and editing an account We have a Twitter setup and basics training deck! Click here to download it! Click below to view how to create and edit an account.

Updating your bio and changing your username These resources can walk you through how to change your bio and username.

Unlike Facebook, there is no Twitter rule that states you need to have a personal account to have a business one. You are free to have one Twitter account that combines your personal and professional life. If you do not want to share a combination of both, you can create two accounts and differentiate them by the handle.

BIO Click below to view how to edit your bio.

Updating your profile picture and banner image We cover how to edit your profile and banner image on slide 7-12 of the Twitter Introduction training deck. Click here for it!

Use Twitter’s “how to customize” website and FAQs for additional resources: click here!

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Twitter Account settings and privacy Use a strong password and an email address or phone number you have regular access to to create and secure your account in case you need to reset your password or get locked out. By default, your Twitter account is set to public (meaning anyone can search and see your profile and tweets), but this can be set to private in your account settings.

Twitter for business Promote Mode and ads help increase your audience by promoting your page, a tweet from your timeline, or an offer/incentive that is exclusive to your Twitter followers only. It’s a great opportunity to do a variety of things like run campaigns, do opinion polls, push out educational and resourceful content, and let your audience know about how great Fairway’s company culture is!

USERNAME Click below to view the difference between the username and display name.

We have a tip sheet that goes over the benefits to your brand on Fairway My Way: click here to download!

For more help on your Twitter account and security, visit the account settings page: click here! And for privacy settings, click here!

FAQ What’s the difference between your username and your display name? Your username appears in your profile URL and is unique to you. It’s used for logging in, replies and direct messages. Your display name is a personal identifier displayed in your profile page and used to identify you to friends, especially if your username is something other than your name or business name.

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Twitter Hashtags

Searching for hashtags

Hashtags and Twitter go together like macaroni and cheese. A hashtag, written with a # symbol, is used to index keywords or topics on Twitter. This function was created on Twitter and allows people to easily follow topics they are interested in.

Clicking or tapping on a #hashtagged word in any message shows you other tweets that include that hashtag.

How to craft a hashtag

We have a full training deck over hashtags and their use, effectiveness and best ways to craft them! Click here to download!

Twitter users use the hashtag symbol (#) before a relevant keyword or phrase in their tweet to categorize those tweets and help them show more easily in Twitter search.

For example: #FairwayNation #TheWoodGroup You cannot add spaces or punctuation in a hashtag or it will not work properly. Click below to view how to craft a hashtag.

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Click below to view how search for hashtags.

’Visit the Twitter FAQ website for more information over hashtags! Click here!

Twitter Tagging others Tagging others in posts gives that person a notification that they can share content they have been included in, which can give you additional exposure. We go over the two types of ways to tag people in tweets on our Twitter introduction training deck. Click here to download! Click below to view to tag others.

Basic tips and tricks Remember, a tweet is only 280 characters long! This accounts for article links, emojis and GIFs but NOT for uploaded media (photos and videos) and polls.

Incorporate a good mix of retweets and original content! Share ideas and thoughts from others while also posting your own content.

Respond to tweets from other users to increase engagement.

Keep your profile up to date and make sure your followers have a way to contact you (website, phone number, etc.) in your bio.

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Twitter

Personalize a retweet with a comment.

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Twitter Retweet vs. Retweet with Comment

Click on the video to view how to thread a tweet.

When using Twitter’s retweet feature, your retweet or retweet with comment will reference the tweet you are sharing. A retweet is sharing someone else’s tweet with no context of your own given, while a retweet with comment gives the original poster credit and allows you to share your thoughts on their post. Click below to view how to retweet versus retweeting with a comment.

Visit the Twitter FAQ website for more information over threading tweets for a conversation! Click here!

Liking a tweet

Visit the Twitter FAQ website for more information over direct messages! Click here!

Sending and responding to direct messages

Likes are represented by a small heart on the original tweet and are used to show appreciation for a tweet. You can view the tweets you’ve liked from your profile page by clicking or tapping into the Likes tab. Tapping the heart icon will make it turn red, confirming that you’ve liked the tweet. Click below to view how to like a tweet.

You can start a private conversation or create a private group conversation with anyone who follows you. Anyone you do not follow can send you a direct message if you have opted into receive direct messages from anyone. (This can be changed in your settings.)

Threading tweets Sometimes, we need more than one tweet to express ourselves. A thread on Twitter is a series of connected tweets from one person. With a thread, you can provide additional context, an update or an extended point by connecting multiple tweets together.

Visit the Twitter FAQ website for more information over liking tweets! Click here!

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LinkedIn Personal page vs. company page By default, if you are creating a LinkedIn profile, you are creating a personal profile to showcase your employment/experience, make connections and post updates. Branches and teams (who have been approved through BizDev and Legal) can create company pages, if they wish, with the same compliance information provided for personal pages.

Click on the video to view how to create an edit an account.

If you’d like to create a company page, please send us a log into FairwayFusion

For more information over personal vs. company pages, click here!

Creating and editing an account Creating a LinkedIn account is free and easy! We have created a LinkedIn training for creating personal pages. Click here to download!

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For assistance on making edits to your profile, such as updating your profile picture or banner photo or adding/removing previous employment history, click here!

LinkedIn Updating your profile picture and banner image Updating your profile picture and the banner image is all done on your profile! We have several LinkedIn-sized banners available on Fairway My Way! Click below to view how to update your profile image and banner image.

Editing job history and descriptions Add and/or remove old employers and close out past employers you no longer work for. This shows visitors to your profile updated and accurate information as well as ensures your headline and bio all match up. We cover adding new employments and closing out old ones in our LinkedIn introduction training. Click here to download!

For more information on how to edit your LinkedIn job history, click here!

Finding others to connect with

Updating your headline Your LinkedIn headline is the text below your name in the introduction card on your profile. It’s displayed in search results and can be separate from the title of your current position. Your headline is usually created when you add a new and current position to your profile, and it can be used to promote an area of expertise.

You can ask someone to join your professional network by sending them an invitation to connect. If they accept your invitation, they’ll become a connection. We recommend only inviting/accepting invites from people you know and trust because connections are given access to any information you’ve displayed on your profile. Building your network is a great way to stay in touch with alumni and colleagues as well as connect you with new professional opportunities. We cover searching, finding and connecting with users on LinkedIn in our LinkedIn introduction training. Click here to download! Click below to view how to find others to connect with.

For more information over your LinkedIn headline, click here!

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LinkedIn Posting an update

Click below to view how to tag others.

Posting an update on LinkedIn is a lot like Facebook. Click “Start a Post” and write out your status as normal. Use hashtags, tag people and click “Post” when done. Click below to view how to create a post.

Endorsements and Skills

Sharing updates from other pages If you find content that you enjoy, you can share it with your connections. It is easy to share existing public posts from other members or LinkedIn pages and add your own ideas or questions with your network.

ENDORSEMENTS: Endorsing your colleagues can also help you maintain strong connections with the people in your network. Endorsements are like mini reviews; your connections can endorse you for skills they know you possess.

Tagging others

We cover skills and endorsements on LinkedIn in our LinkedIn introduction training. Click here to download!

Mentioning a connection or other members encourages engagement with your posts and comments. Connections or other members mentioned get notified about the post or comment, allowing them to share your original post to their LinkedIn audience. Viewers can click on a connection or other member’s name to navigate to their profiles.

SKILLS: Including specific skills on your LinkedIn profile is a great way to showcase your abilities to other members and connections you make. You can add a maximum of 50 skills to your profile. They’re a simple and effective way of building your professional brand and engaging your network.

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Click below to view how to request endorsements and add skills.

LinkedIn Basic tips and tricks Show off your knowledge of the industry! Post engaging articles, ask questions and be a thought leader.

See what your connections are sharing and posting. What catches your eye?

If you use LinkedIn blogging, share it in an update!

If you have any published pieces or have won any awards, promote and share those on LinkedIn.

Leave endorsements to your connections — it strengthens your profile and gives credibility to your performance.

LinkedIn Premium

LinkedIn QR Code

LinkedIn’s paid version, LinkedIn Premium, opens up opportunities for recruiters and active users. From advanced InMail (LinkedIn messaging inbox), private searching and advanced profile features to advanced filtering for connections, you can take your LinkedIn to the next level.

LinkedIn has their own QR code, making connecting with others so much easier! The next time you’re at an industry event and meet someone that you want to keep chatting with, open the LinkedIn app and scan their QR code to connect and stay in touch.

Please note that Fairway is not responsible for the cost of Premium, nor is there a corporate discount or reimbursement option at this time.

We cover the LinkedIn QR code on slides 27-32 in our LinkedIn introduction training. Click here to download!

For more information on LinkedIn Premium and pricing tiers, click here!

Click below to view how to retrieve your QR code and share with others.

LinkedIn Groups LinkedIn Groups are virtual meeting rooms (or forums) where people with similar interests can post and hold conversations around topics they want to share or learn more about. Participating in Groups allows you to show off your expertise around a subject and start to grow relationships with like-minded people.

For more information on joining or starting a LinkedIn Group, click here!

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Other Social Media Platforms TikTok TikTok is a great place to showcase your unique self in a short, self-directed and creative way that can be clipped and supplemented with stickers, GIFs and text captions. It is also a great place to create and focus on organic, original content starring you that YOU create and have control over. Interact with your followers in the Inbox section. You’ll be notified when someone follows you or views your profile. Use the Discover feature to find trendy videos and see what is going viral that you can use and adapt in your own style! We cover how to create posts and use TikTok effectively. We also cover why TikTok matters in our TikTok training deck. Click here to download!

YouTube YouTube is now responsible for 11 percent of all global video traffic, second only to Netflix. Currently, YouTube has more than 1 billion users, and more than half of all views come from mobile devices. The dominance of YouTube means that establishing your brand with Fairway through interactive videos can build followers. YouTube offers users their own channels they can use to develop and execute their marketing strategy. Research key words for titles of videos, tags and descriptions — make it your own!

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We cover how to create a YouTube channel in our YouTube training deck. Click here to download!

Other Social Media Platforms Giphy GIPHY serves 7 billion GIFs and stickers to 500 million people every single day. Their API powers pretty much every messaging app out there: Facebook, Twitter, Instagram, TikTok, etc. This has opened up a novel way for brands to get exposure; all you need is a GIPHY brand channel. Then any GIF you upload is publicly available on GIPHY’s search engine. We cover how to create a GIPHY channel, how to get approved and how to upload GIFs and stickers in our GIPHY training deck. Click here to download!

Google My Business For assistance with Google My Business, please contact our Web team through Workfront. Depending on if you already have your listing or still need to create one, we can help manage and keep information up to date.

Reviews and Reputation on the Hub

Experience.com Experience.com is a third-party vendor of Fairway. Experience.com keeps the reviews on your company website instead of an external platform so you enjoy the fresh content distribution to Facebook, LinkedIn and Twitter. Other popular social media sites can be manually added as well.

Discover Experience.com

Zillow If you would like help creating or editing your Zillow profile, check out our page on the Marketing HUB:

Zillow Group Connect

Yelp Creating your Yelp account allows you to respond privately and publicly to customers who have posted reviews about your business (your Fairway location). You can plug in your Yelp page in your eSig and promote it on other social platforms for others to leave you reviews. We cover how to create Yelp personal and business profiles in our Yelp training deck. Click here to download!

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Copyright©2022 Fairway Independent Mortgage Corporation. NMLS#2289. 4750 S. Biltmore Lane, Madison, WI 53718, 1-866-912-4800. Equal Housing Opportunity. For internal use only. For Fairway Independent Mortgage Corporation lending professionals only and not for distribution to consumers. Distribution to the general public is prohibited. All rights reserved.