Selecting The Right Social Media Platforms
Facebook, Instagram, Snapchat, YouTube, LinkedIn, Twitter, Google+, Pinterest – with over 500 social networks out there, how do you choose the right social media platform to create a presence for your real estate agency?
Originally starting out as a way for individuals to connect and share, social media has now become a powerful tool for businesses to reach and grow their audiences, engage their users and increase sales/revenue.
When it comes down to it, there is no universal answer about which social media platforms your business should be on. It’s important that you tailor your social media strategy to suit your business, your goals and of course your target audience.
One thing that is important to remember is that whichever social media platforms you choose to participate in, you need to be active, engaged and consistently providing value through producing quality content. If you don’t put the necessary time or effort into the platform, you’re unlikely to see the results.
When it comes to choosing the right social media platforms for your real estate agency, there are a few key things you should consider, including:
1. DemographicsFirst and foremost, it’s essential that you establish where your customers are. Click To Tweet
Understanding where your audience is and how they are utilising the platform will help you tailor your social media strategy to better reach them. For example, did you know that 50% of males are on Instagram, compared to 41% of women? And Facebook is still the most used platform with 94% of people maintaining an active profile!*
To better improve your chances of conversion, always do your research and understand what the data is telling you, rather than simply following current trends. Think about it this way – Snapchat might be blowing up with the younger generation, but there is no point jumping on the bandwagon and creating an account if your target market is over 60.
*Statistics correct as of the 2017 Sensis Social Media Report.
2. Platform Features
When it comes to choosing your social media platforms, it’s important to take into consideration the various features of each platform. What will your goals be for this platform? How will you best utilise the platform’s features to expand your reach, engage your audience and increase your sales?
For example, Facebook is the most targeted digital advertising platform in the world, so this is most likely where you will want to set up your ‘home base’, utilising the targeted ad campaigns to help grow and convert your audience.
3. Where Are Your Competitors?Know who your competitors are and where they are hanging out online. Click To Tweet
Knowing what channels your competitors are currently utilising (and having success on) will help you determine the baseline against which you can gauge industry activity and establish what platforms you’ll likely get the most traction on as well. Analyse things such as:
- What type of content they are posting
- How regularly they are posting
- Their level of engagement (likes, comments, shares)
All of this information will provide valuable insights that you can then use to create your own successful social media strategy.
Each social media platform is unique and requires different content to drive engagement and activity.
When choosing your social media platforms, be sure to take into consideration how that platform is best utilised and play to those strengths.
Facebook – Hyper-targeted advertising and the ability to share all forms of content such as photos, links, videos and Facebook Live streaming.
Instagram – Visually show off your product through high-quality images and go behind the scenes using Instagram Stories and Live video.
Twitter – Real time communication, customer support and ability to engage on trending topics.
YouTube – High-quality long form video, live streaming and ability to have the videos embedded/shared to other platforms
Linkedin – Build your network of connections and publish your own articles within the platform and share educational and motivational posts related to business.Determine what content you're best at creating and play to your strengths! Click To Tweet
Social Media Statistics
Below are the social media statistics as of July 2017 that show how many unique, active users are using each social media platform.
Facebook – 17,000,000
YouTube – 15,500,000
Instagram – 5,000,000
LinkedIn – 4,200,000
Snapchat – 4,000,000
Twitter – 3,000,000
Pinterest – 290,000
Google+ – 60,000
Remember, a properly executed social media strategy will help you improve search rankings, drive more website traffic and increase your conversion rates! Utilising a multi-channel digital strategy will ensure that you are reaching your audience where they are most active.
Need help getting your business firing on the right social media platforms? Little Spark Digital can help! Book a free 30-minute digital marketing consultation today!