I was called out. Social media lesson 101.

Principal Consultant , David Allison Inc.
  • Aug. 8, 2011

I made a mistake in last week’s Branding Buildings Better post. Through the powers of social media, I was called out for it almost instantly.

While talking about TheRedPin’s foray into the world of online brokerage, I made the mistake of labeling the company as Toronto’s first one-stop condo destination. A proverbial foot in the mouth, as in fact, BuzzBuzzHome arrived on the scene before TheRedPin.

They’re both incredible companies doing some pretty fantastic things for the real estate industry online. But that’s not really the point. What was really amazing was how quickly I was informed of my error.

The post was tweeted, and within minutes I was receiving feedback.

It was a poignant lesson in social media 101: If you’re going to engage online, whether it be through blogging, Facebook or Twitter, you’d better be ready for comments—both good and bad. And be ready to respond.

I immediately took to the Web to remedy the situation. I sent out a Braun/Allison tweet to acknowledge the mistake. I drafted an email. I even made a “Sorry, my bad” phone call. And guess what? I was forgiven—simply because I was quick to engage, and most importantly, genuine about righting my wrong.

The benefit of being on Twitter and writing a blog was made abundantly clear through this minor hiccup.

I realized how my Twitter account has grown exponentially since I started. I began by following the people who are talking about the things I want to talk about, and got engaged in the conversation. The people they were talking with noticed I was there, and followed me. I felt their presence last week. And it was nice to know people are reading what I’m putting into the cloud.

I am constantly encouraging real estate developers to enter the world of social media. In these conversations, queries about what to do with negative feedback do come up. If you’re willing to respond these comments honestly and openly, you’ll be okay.

Next time a real estate developer asks me, “What is social media doing for the value of my brand?” I’ll relate this little tale. In this new dialogue-focused marketing world, having personal connections and open dialogue with your peers, consumers and prospects is always a good thing, even when you’re not at your best.


David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more

David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more





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