The real estate ranks of Facebook are exploding across the country as real estate agents, brokers, associations, trainers, and vendors are setting up Fan Pages, Group Pages, and Events Pages. There are some common issues evolving during this social media land grab:

• Most invitations to Fan Pages are directed at other real estate professionals. That is a wise strategy for vendors and trainers, but not useful for agents and brokers. Why do agents invite other agents in their market areas to their Fan Pages? There is a decided lack of strategy attached to most social media gurus' here's-how-you-start-a-Facebook-page learning directives.
• Pages are all about advertising. Agents and brokers are posting market data reports and listings, using the Net like a Web 1.0 marketing tool. They are missing the point. The social Web is about sharing and conversation.
• There is limited engagement. Facebook is a conversational medium. Conversation is about a two-way (or more) dialog. Social media does not warmly embrace monologues and marketing pitches ... link shares with an aim to generate business need to be nested in a rich bed of conversation and sharing.
• Most Fan Pages do not comply with state laws that regulate real estate advertising. Most state real estate laws that govern Internet advertising and other forms of advertising require that the brokerage be identified in a prescriptive manner on any Web page created by a licensee for real estate marketing purposes. You can comply with many states' rules by inserting the company name in the left sidebar box under the Fan Page avatar (photo). I also recommend additional contact information under the Info Tab that appears below that box as a page design default.
  
  Mary Diaz of Long Realty in Tucson, AZ, recently launched a Facebook Fan Page for  Tucson Historic Homes that contains the requisite information for compliance with Arizona Dept. of Real Estate. In Arizona, the salesperson's name must be included in the advertisement.
  
  
  
   

(Frances Flynn Thorsen is hosting the  Route 66 Real Estate Social Media Retreat in Williams, AZ, later this month. She is also launching the Social Media Skills Builder.)