Social media, like loan origination, is often a popularity contest. And while many find it difficult to get noticed, AMC Lending Group's Logan Mohtashami has found a way to rise to the top. His strategy of using social media to spread useful market analysis has garnered a personal following of over 15,000 people, and media attention everywhere from Benzinga.com to Bloomberg.

While Mohtashami has noticed a nice uptick in business since he waded into the waters of social media more than three years ago, consumers were never his target audience. Instead, he's trying to engage with the financial industry's loudest voices by offering his own analysis.

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