“If you are in the hotel and hospitality sector, “ he explains, “[the tool] can be used as way to drive online traffic to your review websites and alert them to limited time specials. If you are a developer, Twitter can be used to build public support for your project. Building owners and architects can also use it to raise awareness for a project, build their industry reputation, and brand themselves as green.”

Driving online traffic can be key, in real-time. For instance, at the recent RealShare Real Estate 2012 conference, Globest.com reporters and attendees tweeted live, extending the experience to people who were not present. Those who participated provided insight into panels and discussions and recorded the action so others could follow remotely. Not only does this show that reporting has moved to a different, more instantaneous arena, but it also presents Twitter as a valuable marketing too – a way to create buzz and conversation about a faraway event.

Some of our tweets and ensuing responses included:

• realcapital #re12 Panelists agree that if #distressed #CRE is a baseball game, we are in inning 3 or 4
• JohnBibeau Fight On! “@GlobeStLIVE: USC's leased space may stretch past SoCal region...especially with the growth in its clinical practice" #USC #CRE
• Partner_ESI Great session! Can't wait to attend Unearthing the Investment Opportunities in 2012. @globestlive #re12
• ValleyCrest RT @globestlive: "you will see that taste for risk come back," says Chris Thornberg at RealShare Real Estate 2012's opening panel. #re12
• commsource RT @GlobeStLIVE: Gensler sees great potential for revitalization downtown, believes it will make big resurgence w/24-7 lifestyle #re12 #cre

Some of our insights:

• GlobeStLIVE USC's leased space may stretch past SoCal region...especially with the growth in its clinical practice, says USC's Kristina Raspe.#re12
• Jeff Hanson, American Healthcare Investors: "healthcare real estate has become the single-largest and fastest-growing sector." #re12
• "International investors are showing increased interest in California multifamily," says Darrell Levonian of Charles Dunn Co.
• Lew Feldman of Goodwin Procter introduces industry leaders to a full house of 900 attendees during RealShare Real Estate 2012. #re12
• Apartment rents are on the rise because this sector is benefitting from the decrease in homeownership, says Michael Cohen of PPR. #re12
• Just chatted with Jess Bressi, who will head up the "Distressed" panel. #re12

So how can CRE benefit? At this point, many professionals are learning the system as they go, but one thing is clear: Twitter does facilitate communication, prompts new connections and continues many live conversations in an online, accessible sphere. Eric Fischgrund, director of digital marketing with United Realty Partners is of a similar forward thinking mindset and, via email, expressed how he hopes the industry will embrace Twitter and other forms of social media.

“What I'd like to see most from commercial real estate professionals in the future is more listening,” he expressed. “Forging and leveraging online relationships is what accomplishes digital media goals and objectives. Making these introductions online, becoming a thought-leader, increasing SEO, and ultimately turning online relationships into face-to-face meetings is where the real ROI happens. To accomplish this, commercial real estate professionals should monitor Twitter for industry trends, learn from their peers, and listen to what people are saying about their company.”