There's no question about it. Facebook has become a powerful force in not just social networking but in search engine optimization as well. Is the "like" button a marketer's new best friend? Similar to retweeting on Twitter, by liking a comment, photo, video or link on another person's Facebook wall, you are essentially providing a viral link to the content, increasing the owner of the original post's authority and helping raise them up in the search engine rankings. And, since Bing recently acquired Facebook, you can bet that they will be using data they collect from Facebook users on their search engine as well.
Google and Bing are both using content shared on social media sites like Facebook and Twitter to help decide organic ranking. Yes, I said "organic" rankings. Not the paid stuff at the top of the searches, but ORGANIC RANKINGS. This is really only true of Facebook business pages, not the personal pages at the moment. However, that may change. Again, content is king. By providing content that is worthy of being re-tweeted, liked or shared, you show search engines like Google and Bing that you are an authority on whatever you are promoting. As a real estate agent, this can help bolster your search engine rankings significantly.
There is now talk about how Facebook may be starting its own search engine. It already has a search feature but it is nowhere near where Google and Bing are...yet. Since Google and Bing have obviously recognized the power of social media in search engine rankings, it's simply a matter of time (and not MUCH time at that) before Facebook begins to offer its own rankings.
Simply put, as real estate professionals, you need to make sure that you continue blogging about what you know that your audience wants, such as community information, open houses, listings and other real estate information. Then share it to your audience via Twitter and your Facebook business page. Continue to grow your sphere of influence so that you have more of an opportunity to share your insight with potential clients. You'll then see how the like button can be a marketer's new best friend!