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With the rise of social media, our potential for influence has expanded exponentially. The ability to reach thousands of users and impact their decision-making has become a powerful currency in the business world. However, a shift is occurring in how people engage with social media, prompting the need for a more effective approach. This article explores the evolving nature of social media influence and its significance in the commercial real estate (CRE) industry. As we stand at the tipping point, it becomes essential to embrace thought leadership, establish connections with influencers, and create personal connections to maximize our impact.

The Power of Thought Leadership: In the early days of social media adoption, becoming an influencer was relatively easy. Users were eager to learn from early adopters about best practices and effective strategies. However, as social media has become ubiquitous, users have become more selective and discerning. To capture their attention now, it is crucial to go beyond general advice and offer specific, valuable insights. True influencers in today's landscape are recognized experts who bring unique perspectives and engage in thought leadership. Becoming part of this circle requires identifying the genuine influencers and forging meaningful connections.

Building Partnerships and Embracing Prominence: To enhance our expertise and influence, it is essential to create partnerships with established influencers who are making notable contributions in the CRE industry. By associating ourselves with these industry leaders, we can expand our reach and credibility. Additionally, embracing the influence of prominent products and services can further enhance our position. By linking ourselves with recognized influencers and reputable brands, we can elevate our own stature and influence.

The Power of Personal Connection: Sharing customer stories is a powerful approach to building influence. Highlighting the experiences and successes of customers, especially those who have their own influence, resonates deeply with users. People respond to well-known names and trust the opinions of those who have already achieved success. Incorporating this strategy into our marketing efforts, both on social media and company websites, can yield far-reaching results and amplify our influence organically.

It's about What You Know and Who You Know: In the evolving landscape of social media, the emphasis is shifting from "who you know" to "what you know." However, in commercial real estate, success will be determined by a combination of expertise and networking. While the novelty of online connections has diminished, users still value the opinions of celebrities and industry leaders. Nevertheless, they approach these endorsements with a more critical lens, asking, "What's in it for me?" To thrive, we must provide value to our users, clients, friends, and colleagues. Specialization and action are key—becoming doers rather than mere talkers.

The Role of Technology and Social Media: In the future, our expertise must be demonstrated through actions, while technology and social media serve as tools for inspiration and network building. Superficial content and empty ramblings will no longer suffice. Users will seek leaner, more useful versions of technology and social media platforms. Influence will be earned one person at a time, with the ultimate goal of advancing the industry as a whole, rather than just serving individual interests. Welcome to the 21st century!

As the influence landscape of social media evolves, the commercial real estate industry must adapt to maximize its potential. By embracing thought leadership, building partnerships with influencers, creating personal connections, and providing value through specialization and action, we can establish ourselves as industry leaders. In this age of technology and social media, influence will be earned through genuine contributions, inspiring others, and advancing the industry collectively. Let us seize this opportunity to shape the future of commercial real estate.